Citation

Yuen, Yee Yen and Jais, Mohammad and Goh, Dianne Ming Hui and Rasiah, Devinaga (2018) Determinants of Customer Loyalty in Banking Industry. Advanced Science Letters, 24 (5). pp. 3026-3030. ISSN 1936-6612

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Abstract

Since Malaysian banks are presently encounter aggressive competitive environment and there is still a lack of local study on factors affecting perpetual customer loyalty in banking industry, this research is therefore conducted to provide better understanding of customer loyalty and to identify key determinants of customer loyalty in the domestic banking sector. 130 surveys were distributed to the bank customers in different domestic commercial banks and were collected on the same day. The results indicate a significant positive relationship between these independent variables (image, satisfaction, service quality and trust) and customer loyalty in the banking sector. 73.7% of the customer loyalty is explained by the independent variables (image, service quality and trust). As successful customer retention will lead to more outstanding accomplishment and wealth growth, it is essential for domestic bank to examine how to sustain their loyalty of current customers to overcome the high degree of competitive rivalry in the industry.

Item Type:	Article
Uncontrolled Keywords:	Banking, Customer Loyalty, Satisfaction, Service Quality
Subjects:	H Social Sciences > HG Finance > HG1501-3550 Banking
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	22 Jul 2021 03:44
Last Modified:	22 Jul 2021 03:44
URII:	http://shdl.mmu.edu.my/id/eprint/7704

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