Effect of Quality of Services, Bank Image, Religious Perspective on Bank Customer Loyalty (A mediator role of customer satisfaction)
Abstract
By Amin Ur Rahman
with the liberalization of economic sector of Pakistan and introduction of Islamic banking system, the industry become more competitive as the consumers have more choices and thus their preference changed toward banking. In this increasing high competitive industry, Bankers are more focus on customer loyalty to win market share and thus gain competitive advantages. The purpose of this paper is to identify those core factors that influence customer loyalty in the banking sector of Pakistan.
The paper examines three independent factors i.e. Bank services, Bank reputation and religious perspective along with a mediator factor which is customer satisfaction that ultimately results in gaining customer loyalty. This study was carried out by taking a sample size of 260 participants and a structured questionnaire of 35 items was used to collect data and analysis was done using SPSS (edition 22) software. The Result of the study shows that there is a positive relation amongst Bank Services, Bank Image and Religious Perspective on customer satisfaction which directly leads to customer loyalty. With the help of this study we found that Bank service is considered as a most prominent factor that leads to customer satisfaction and customer satisfaction leads to customer loyalty. This study is helpful for policy makers and bank managers to know customer satisfaction thus they can earn more customer loyalty.
Contents
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