Article2022

Role of celebrity credibility on banking service providers

14 citations0/0 files storedMarketing Intelligence & Planning

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose This study examines the role of celebrity credibility in fostering loyalty and long-term commitment toward the financial service provider (banking services in this study) through the development of trust in the service provider. The relationship combines the commitment-trust theory, the source credibility, and the meaning transfer model. Design/methodology/approach The proposed model uses online survey data from 855 participants. The data are analyzed using structural equation modeling. The relationship between celebrity credibility, commitment, and loyalty to the service provider is explored, with trust in the service provider acting as a mediator. The profession and gender of celebrities are considered moderators. Findings Trust in service providers partially mediates the relationship between celebrity credibility, customer loyalty, and commitment. Moderation results across multiple groups show that male and sports celebrities are more persuasive in expertise, and customers find women and movie stars to be more effective endorsers in the attractiveness dimension. Research limitations/implications This study focuses only on banking services with data collected from a single country to examine a celebrity’s role as a spokesperson. Practical implications Considering the benefits of having a well-known celebrity as a spokesperson for financial services like banking is intriguing. Given the unique characteristics and significant perceived risk associated with financial services, marketers may consider hiring celebrity endorsers to increase tangibility and reduce risk. Originality/value The results of this study may provide a deeper understanding of the combined effect of celebrity credibility and trust in financial service providers, which provides tangibility and helps establish a strong customer relationship.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 1994The Commitment-Trust Theory of Relationship Marketing 2011PLS-SEM: Indeed a Silver Bullet 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1979Reliability and Validity Assessment 2013Partial Least Squares Structural Equation Modeling: Rigorous Applications, Better Results and Higher Acceptance

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