Factors Affecting Customer Loyalty in Banking Sector of Punjab, Pakistan

Paradigms: A Research Journal of Commerce, Economics, and Social Sciences, 2016, Vol. 10, No. 2, pp. 43-52

10 Pages Posted: 19 Sep 2016

See all articles by Ahmad Pasha

Ahmad Pasha

Universiti Utara Malaysia, Students

Ahmad Waleed

National College of Business Administration and Economics (NCBA&E)

Date Written: September 15, 2016

Abstract

This study measures the determinants of customer loyalty in the banking sector by analyzing variables such as customer satisfaction, brand trust, perceived price and service quality. Being a descriptive study, survey method is adopted for data collection. For data collection purpose, a questionnaire on the 5-point Likert scale was adopted and distributed among customers of banks. Reliability of instrument is determined by using Cronbach’s Alpha. Correlation and regression techniques are used. The findings of the research reveal that perceived value, service quality, customer satisfaction, and brand trust significantly influence customer loyalty.

Keywords: Customer Satisfaction, Service Quality, Customer Loyalty

Suggested Citation

Pasha, Ahmad and Waleed, Ahmad, Factors Affecting Customer Loyalty in Banking Sector of Punjab, Pakistan (September 15, 2016). Paradigms: A Research Journal of Commerce, Economics, and Social Sciences, 2016, Vol. 10, No. 2, pp. 43-52. Available at SSRN: https://ssrn.com/abstract=2839333

Ahmad Pasha

Universiti Utara Malaysia, Students

Kedah
Malaysia

Ahmad Waleed (Contact Author)

National College of Business Administration and Economics (NCBA&E) ( email )

40/E-1, Gulberg-III
National College of Business Administration & Econ
Lahore, Punjab 54660
Pakistan

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