Loyalty and Profitability of VIP and Non-VIP Customers in the Banking Service Industry

This study develops an integrated model from service-profit-chain model, privacy-trust-behavioral intention model, and expectancy-disconfirmation model to investigate the loyalty and profitability of very important person (VIP) and non-VIP customers in the banking service industry. Our results indicate that firm’s profitability is influenced by customer’s satisfaction and loyalty. Consumers’ privacy concerns decide their trust toward the firm. However, disconfirmation as a mediator of perception and expectation to satisfaction does not affect customers’ satisfaction.