An Evaluation of Factors Influencing the Customer Loyalty in Public Banking Sector of Bangladesh

Download or read book An Evaluation of Factors Influencing the Customer Loyalty in Public Banking Sector of Bangladesh written by Mohammad Kamal and published by . This book was released on 2015 with total page 7 pages. Available in PDF, EPUB and Kindle. Book excerpt: The study aims to evaluate factors influencing the customer loyalty in public banking sector of Bangladesh and to investigate the relationship between influential factors and customer loyalty. Data were collected from the customers of three public banks from a sample of 150 respondents, where 10 respondents were from each of 5 randomly selected branches of each bank. As an instrument, a questionnaire was used for face to face interview. The findings indicate that Services quality; reputation & corporate image of bank, and understanding the specific need of customers have significant impact on their loyalty to the banks. The regression coefficients of customer loyalty to the banks on these factors are found to be 0.696, 0.693, and 0.599 respectively at 5% level of significance. The study also implies that customers of Agrani bank are more committed and loyal as they receive better quality of services compared to other two public banks. Understanding the specific need of customers is found to be the most influential factor affecting customers" overall loyalty toward public banks. This implies that the public banks are required to understand the specific needs of the customers and provide the quality services for creating and retaining the loyal customers.