Enhancing Green Customer Loyalty through Green Banking Initiatives: The Mediating Effect of Green Customer Satisfaction and Customer Co-Creation

Abstract

In an ever more sustainable green environment, Consumer pressure on companies to adopt green practices is growing. The demand for a more sustainable and green society has made banks more oriented to green banking practices, to attain a competitive advantage, and ultimately enhance green customer loyalty. While some of the following research variables have been highlighted in past research, the linkage between the following study variables hasn’t been investigated in the existing literature. Hence The current research seeks to address the gap in current knowledge by analyzing the critical role of Egyptian banks in cultivating customer loyalty for sustainable green banking practices. Furthermore, it explores how customer co-creation, facilitated through effective communication and interaction with customers, can enhance customer satisfaction and promote the adoption of environmentally friendly banking behaviors, ultimately contributing to a more sustainable green environment. Moreover, the study uses a convenient sampling method, the data were collected conventionally from 301 banking customers in Egypt. Structural Equation Modeling (SEM) was used to test hypothesized relationships. The results supported all the hypothesized direct relationships in the conceptual model, moreover, the result showed a partial mediation effect in the indirect path of green customer satisfaction and customer co-creation in the relationship between green banking initiatives and green customer loyalty.