Factors Contributing to Customer Loyalty in Commercial Banking
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.
유료 다운로드의 경우 해당 사이트의 정책에 따라 신규 회원가입, 로그인, 유료 구매 등이 필요할 수 있습니다. 해당 사이트에서 발생하는 귀하의 모든 정보활동은 NDSL의 서비스 정책과 무관합니다.
원문복사신청을 하시면, 일부 해외 인쇄학술지의 경우 외국학술지지원센터(FRIC)에서
무료 원문복사 서비스를 제공합니다.
NDSL에서는 해당 원문을 복사서비스하고 있습니다. 위의 원문복사신청 또는 장바구니 담기를 통하여 원문복사서비스 이용이 가능합니다.
- 이 논문과 함께 출판된 논문 + 더보기