407866

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

Article

Last updated: 09 Mar 2025

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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.

DOI

10.21608/cfdj.2025.351159.2141

Keywords

Green Customer Loyalty, Green Banking Initiatives, Green Customer Satisfaction and Customer Co-Creation

Authors

First Name

Ahmed

Last Name

Rady

MiddleName

-

Affiliation

Egypt-Japan university of science and technology

Email

ahmed.rady@ejust.edu.eg

City

-

Orcid

-

First Name

Ahmed

Last Name

Yahia Hussein Ebied

MiddleName

-

Affiliation

Egypt Japan university of science and technology Professor of Marketing Mansoura University

Email

ahmed.yehia@ejust.edu.eg

City

-

Orcid

-

First Name

Mahmoud Fawzy

Last Name

Mohamed

MiddleName

-

Affiliation

Egypt-japan University of Science and technology

Email

mahmoud.fawzy@ejust.edu.eg

City

-

Orcid

-

Volume

6

Article Issue

1

Related Issue

52472

Issue Date

2025-01-01

Receive Date

2025-01-07

Publish Date

2025-01-01

Page Start

1,257

Page End

1,288

Print ISSN

2682-3403

Online ISSN

2682-4531

Link

https://cfdj.journals.ekb.eg/article_407866.html

Detail API

http://journals.ekb.eg?_action=service&article_code=407866

Order

38

Type

المقالة الأصلية

Type Code

1,242

Publication Type

Journal

Publication Title

المجلة العلمية للدراسات والبحوث المالية والتجارية

Publication Link

https://cfdj.journals.ekb.eg/

MainTitle

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

Details

Type

Article

Created At

29 Jan 2025