Abstract
Banks and financial institutions have recently strived to enhance their services to attract and retain customers; however, little is known about strategic enhancement in the banking sector from previous research. Therefore, this study examines factors influencing customer loyalty in commercial banks using ACLEDA Bank Plc. as a case study. By using a survey questionnaire to collect data from 203 customers who use bank products and services and by using multiple regression analysis, the study reveals a positive impact of service quality (SQ), customer satisfaction (CUS), bank image (BI), and trust (TRU) on customer loyalty (CL). This highlights the importance of commercial banks, such as ACLEDA Bank Plc., in maintaining high standards of products and services to attract customers and cultivate enduring relationships with them.
Published Version
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