23 December 2025 

A recent study, “Effects of financial consumer protection on brand love and brand advocacy”, published in the Journal of Financial Services Marketing (Volume 30, Issue 2) reveals that effective consumer protection practices by banks significantly enhance customer trust, emotional attachment, and positive word-of-mouth recommendations. Co-authored by Dr Shirie Ho Pui-shan of the School of Transdisciplinary Studies at The Hang Seng University of Hong Kong (HSUHK), and her counterpart, Dr Matthew Chow Yau-choi from the University of Lincoln in the United Kingdom, the research suggests retail banks should prioritise their marketing strategies on fairness, transparency, and data privacy protection.

In the era of online and digital banking, customers are increasingly concerned about how banks treat them, how clearly information is explained and how safely their personal data are handled. This research looks closely at these concerns and examines how they influence the way customers feel about their banks, and whether they are willing to recommend them to others.

Based on an online survey of 300 retail banking customers in Hong Kong from different age groups and backgrounds, the study asked participants about their views on bank practices such as fairness in customer treatment, clarity of information, protection of personal data and overall satisfaction with their bank. The researchers then analysed the responses using advanced statistical methods to understand how these factors are connected.

The findings indicate that customer satisfaction is strongly correlated with fair treatment, clear and transparent product and service information, and robust protection of personal and financial data. These factors matter more for customer satisfaction than internal governance arrangements, which are often less visible to the public.

According to findings, customer satisfaction also played a key role in shaping how people feel about their banks. When customers are satisfied, they are more likely to develop a strong emotional attachment to their bank and to speak positively about it to friends, family and others. This emotional connection, described as “brand love”, makes customers more willing to recommend their bank and defend it against criticism.

Dr Ho explains that the results highlight the importance of customer protection in everyday banking experiences, she says “When people feel secure, respected and well informed, they are more likely to trust their bank and build a lasting relationship.” These positive experiences do not only benefit customers but also help banks build a stronger reputation through genuine recommendations from satisfied customers.

The findings underline why consumer protection matters in practical terms. Clear information, fair treatment and strong data protection are not just regulatory requirements, but factors that directly affect customer confidence when using banking services. For banks, the research suggests that putting customers first and communicating openly can help build trust and long-term loyalty in an increasingly competitive and digital financial environment.