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DETERMINANTS OF CUSTOMER LOYALTY IN THE BANKING SECTOR OF PAKISTAN

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34 Pages : 356-370

http://dx.doi.org/10.31703/gssr.2022(VII-I).34      10.31703/gssr.2022(VII-I).34      Published : Mar 1

Determinants of Customer Loyalty in the Banking Sector of Pakistan

Abstract

    The aim of the current study is to inspect the intervention of customer satisfaction in the association between service quality and corporate image to customer loyalty in the Pakistan banking sector. The population of this research is banking customers and a sample size of 210 respondents. This study uses the SPSS, Correlation, ANOVA and regression analysis techniques along with AMOS methods. The results of the study show that service quality and corporate image of the banks are not associated with customer loyalty, but this association is possible due to customer loyalty. This study shows that banks must focus on customer satisfaction to engage customer loyalty. CL is only achieved through customer satisfaction. The Pakistani banking sector, therefore, improves customer satisfaction, so the association between service quality, corporate image and customer loyalty must be enhanced.

    Customer Loyalty, Customer Satisfaction, Corporate Image, Service Quality

    (1) Rizwan Ali
    Lahore Business School (LBS), The University of Lahore, Lahore, Punjab, Pakistan.
    (2) Tanveer Aslam
    Lahore Business School (LBS), The University of Lahore, Lahore, Punjab, Pakistan.
    (3) Hammad Zafar
    Lahore Business School (LBS), The University of Lahore, Lahore, Punjab, Pakistan.
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APA

CHICAGO

    CHICAGO : Ali, Rizwan, Tanveer Aslam, and Hammad Zafar. 2022. "Determinants of Customer Loyalty in the Banking Sector of Pakistan." Global Social Sciences Review, VII (I): 356-370 doi: 10.31703/gssr.2022(VII-I).34

HARVARD

    HARVARD : ALI, R., ASLAM, T. & ZAFAR, H. 2022. Determinants of Customer Loyalty in the Banking Sector of Pakistan. Global Social Sciences Review, VII, 356-370.

MHRA

    MHRA : Ali, Rizwan, Tanveer Aslam, and Hammad Zafar. 2022. "Determinants of Customer Loyalty in the Banking Sector of Pakistan." Global Social Sciences Review, VII: 356-370

MLA

    MLA : Ali, Rizwan, Tanveer Aslam, and Hammad Zafar. "Determinants of Customer Loyalty in the Banking Sector of Pakistan." Global Social Sciences Review, VII.I (2022): 356-370 Print.

OXFORD

    OXFORD : Ali, Rizwan, Aslam, Tanveer, and Zafar, Hammad (2022), "Determinants of Customer Loyalty in the Banking Sector of Pakistan", Global Social Sciences Review, VII (I), 356-370

TURABIAN

    TURABIAN : Ali, Rizwan, Tanveer Aslam, and Hammad Zafar. "Determinants of Customer Loyalty in the Banking Sector of Pakistan." Global Social Sciences Review VII, no. I (2022): 356-370. https://doi.org/10.31703/gssr.2022(VII-I).34