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Customer Loyalty in Financial Sector: A case study of Commercial Banks in Southern Punjab

Gillani, Syed Usman Ali Awan, Dr. Abdul Ghafoor
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    By considering the intense competitiveness and prevalent challenges in the current business environment, organizations can't survive just focusing on attracting and capturing new customer but they have to choose the strategy that help in retaining the existing customers and enhanced their loyalty to the organization. So, in the customer service based industry, satisfied customers are no longer suitable, and the businesses have to explore the new ways to flourish and promote the loyalty of customers. The current study hypothesize that customer loyalty is significantly affected by the customer satisfaction and trust of the customers. Whereas, perceived value and service quality is important determinants to create the customer satisfaction and trust. The data was collected from different customers of various banks and the hypothesize links are tested. Results indicate that there is a significant relationship between customer satisfaction and trust with customer loyalty. It is also confirmed that service quality and perceived value are important antecedents of customer satisfaction and trust. The results present a comprehensive model in the financial sector to create and manage customer loyalty.


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