Paradigms
A Research Journal of Commerce, Economics, and Social Sciences
Online ISSN: 2410-0854
Print ISSN: 1996-2800
 
     
 

Paradigms Journal

FACTORS AFFECTING CUSTOMER LOYALTY IN BANKING SECTOR OF PUNJAB, PAKISTAN
Author(s) :
AHMAD TISMAN PASHA (Ph.D. Scholar, University Utara Malaysia, Malaysia)
AHMAD WALEED (M.Phil. Scholar National College of Business Administration & Economics, Lahore, Pakistan)
Abstract
This study measures the determinants of customer loyalty in the banking sector by analyzing variables such as customer satisfaction, brand trust, perceived price and service quality. Being a descriptive study, survey method is adopted for data collection. For data collection purpose, a questionnaire on the 5-point Likert scale was adopted and distributed among customers of banks. Reliability of instrument is determined by using Cronbach’s Alpha. Correlation and regression techniques are used. The findings of the research reveal that perceived value, service quality, customer satisfaction, and brand trust significantly influence customer loyalty. 
Keywords: Customer Satisfaction, Service Quality, Customer Loyalty
 
 

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