Determinants of Customer Experience, Satisfaction, and Loyalty Among Female Clients of German Private Banks

This qualitative study examines the expectations, experiences, satisfaction, and loyalty of female customers in the German private banking sector. Building on a constructivist research paradigm, a qualitative approach was chosen to gain in depth insights into individual customer perspectives. The results demonstrate that the strongest drivers of female customer satisfaction and loyalty are personal advice, emotional closeness, and trust in their relationship managers. Unlike prior studies, digital services and pandemic driven changes exert limited influence on these outcomes. Despite high levels of satisfaction, many female customers have not yet been systematically asked about their expectations or experiences, indicating untapped potential for banks. Although the majority uses several banks, they are strongly attached to their private bank, mostly because of their relationship managers. Female customers see room for improvement primarily in transparency, terms and conditions, and accessibility. The study confirms the enduring importance of trust, individualised service, and personal contact for long-term loyalty in private banking. It highlights actionable areas for banks to better meet the needs of female customers.