Articlehybrid2014

Factors Contributing to Customer Loyalty in Commercial Banking

23 citations0/0 files storedInternational Journal of Accounting and Financial Reporting

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Banking Sector Performance and Management

Abstract

Customer Loyalty has been realized as a significant aspect in the establishment and maintenance of competitive edge in services sectors. Firm’s performance is positively affected with customer loyalty. Customer Loyalty not only increases the business value but they also allow it to uphold costs lower than those associated with attracting new customers. Now days, banking sectors are promoting Relational marketing which is beneficial for them to build long-term relationship with their customers. Empirical research of this paper examines the extent to which customer Satisfaction in accordance with Perceived Service quality and Trust, Switching Cost, Corporate Image, Customer Involvement Influence the Customer Loyalty in banking sector. For this analysis, Questionnaires were distributed among 150 people and data were collected from 148 questionnaires selected through non-probability sampling technique. Regression and Correlation techniques were used for the analysis of this study. Findings show that there is a direct positive and significant relationship between Customer Satisfaction together with Perceived Service Quality, Corporate Image, Customer involvement and Customer Loyalty. While, Switching Cost has a positive but insignificant relationship on Customer Loyalty.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1996The Behavioral Consequences of Service Quality 1992Measuring Service Quality: A Reexamination and Extension 1999Whence Consumer Loyalty?2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1994Customer Loyalty: Toward an Integrated Conceptual Framework 2000Structural Equation Modeling and Regression: Guidelines for Research Practice

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2018Corporate image no longer leads to customer satisfaction and loyalty: a Malaysian perspective 2015THE EFFECT OF ISLAMIC MARKETING AND CORPORATE IMAGE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY (Study on Customers of PT Bank Muamalat Indonesia Malang Branch Office)

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