The transformation of the banking sector from transactional service delivery to relationship-oriented engagement has intensified scholarly attention toward customer–brand relationships and their behavioral outcomes. This study investigates how customer–brand relationships influence supportive behaviors—commonly conceptualized as customer citizenship behavior (CCB)—within banking services. Drawing upon attachment theory, relationship marketing, and social exchange theory, the research develops a comprehensive conceptual framework linking emotional brand attachment, customer engagement, perceived value, and corporate social responsibility (CSR) to voluntary customer behaviors that extend beyond transactional obligations.

The study synthesizes prior research to identify key relational constructs such as trust, satisfaction, emotional attachment, and brand identification, examining their influence on behaviors including advocacy, helping other customers, feedback provision, and tolerance. Empirical evidence from prior studies suggests that emotional bonds between customers and brands significantly enhance voluntary contributions, particularly in service-intensive industries like banking where perceived risk and trust are critical (Cheng et al., 2016; Levy & Hino, 2016). Additionally, CSR initiatives and transparent communication are found to strengthen relational quality, thereby encouraging pro-social and pro-organizational behaviors (Ahmad et al., 2021; Castro-González et al., 2019).

The research further highlights the moderating role of digital engagement and social media platforms in strengthening customer–brand relationships. Digital banking ecosystems, combined with e-CRM systems, facilitate continuous interaction, enabling customers to develop stronger relational ties and participate actively in value co-creation (Hendriyani & Raharja, 2018; Hollebeek et al., 2014). However, challenges such as inconsistent service experiences and perceived unfairness can weaken these relationships, reducing the likelihood of supportive behaviors (Kim et al., 2018).

The findings underscore that customer–brand relationships serve as a strategic asset for banks, driving not only customer retention but also voluntary behaviors that enhance organizational performance and service quality. The study contributes theoretically by integrating multiple relational constructs into a unified framework and practically by offering insights into how banking institutions can leverage emotional and social connections to foster customer advocacy and engagement. Limitations and future research directions are also discussed.