Factors affecting Customer Loyalty in Banking Sector: A study on Banks in Bahawalpur (Pakistan)

The emergence of new banking channels like as phone banking, Internet banking, Automated Teller Machines (ATM), furthermore developing financial market & global competition have constrained bankers to explore the importance of customer loyalty. For the banks to be successful in the intensively competitive environment, they are bound to attach importance to customer loyalty. The aim of this study is to investigate how the behavior and intentions of the respondents will be influenced by different factors of customer loyalty. The objectives of the current study are of two folds; firstly, to examine the relationship of trust, customer satisfaction and service quality with customer loyalty. Secondly, to determine which factor influenced customer loyalty the most? Data was collected through non probability convenience sampling, from a sample of 496 respondents by using a self-administered questionnaire. The collected Data was analyzed through regression technique using SPSS 17. Results of the current study reveal that trust, customer satisfaction and service quality has significant effect on customer loyalty. But the relationship or trust with customer satisfaction is not proved. Moreover the study revealed that customer satisfaction is found as the most influential variable for customer loyalty. The managerial implication of this research is the considerations of bank managers for the enhancement of their customer loyalty.