Developing Customer Loyalty: A Case-Study of National Bank of Oman

16 Pages Posted: 17 Sep 2003

See all articles by D. N. Rao

D. N. Rao

Lingaya's University

Dr. K. Shankaraiah

Osmania University

Ali Al Hakmani

National Bank of Oman - Ibri branch


The study examines the key factors of customer loyalty in the context of a large retail banking organization - National Bank of Oman (NBO).

The scope of the study includes review of prescriptions available in the literature, an objective review of the management policies and programs relating to front-end and back-end operations, particularly with regard to corporate governance, technological interventions and human resource policies aimed at developing customer loyalty for sustainable competitive advantage.

Further, the article probes into whether the practices of NBO reflect extant theories and also to identify gaps between both practice and theory.

The findings suggest that the bank besides applying most of the prescriptions in the form of core and front-end loyalty factors, is practicing back-end loyalty factors to enhance creditability, transparency, reliability through good corporate governance in the present competitive environment.

The banking industry could benefit from applying some of NBO practices after suitably adapting the same to take account of variations in their business contexts.

Keywords: e-banking, retail banking, customer loyalty, front-end operations, back-end operations, competitive advantage, corporate governance

JEL Classification: G2, G21

Suggested Citation

Rao, Dabbeeru Neelakanteswar and Kanukuntla, Shankaraiah and Hakmani, Ali Al, Developing Customer Loyalty: A Case-Study of National Bank of Oman. Available at SSRN:

Dabbeeru Neelakanteswar Rao (Contact Author)

Lingaya's University ( email )

Jasana Road
Old Faridabad, Haryana 121002
+919971510666 (Phone)

Shankaraiah Kanukuntla

Osmania University ( email )

Hyderabad, Andhra Pradesh 500 007

Ali Al Hakmani

National Bank of Oman - Ibri branch ( email )

P.O. Box 751, Postal Code 112
Ruwi, Muscat

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