FOSTERING LOYALTY AMONG YOUNG CONSUMERS: STRATEGIC APPROACHES FOR BANK SUSTAINABILITY

Abstract

Objective: This study examines the influence of service quality, satisfaction, bank image, and trust on bank loyalty among youngsters in Malaysia, represented by university students. Theoretical Framework: This study integrates cognitive and behavioral approaches from the Learning Theory to model customer loyalty. Cognitive processes involve assessing service quality for future decisions, while behavioral aspects focus on observable actions. Both perspectives are essential for understanding and predicting consumer behaviors in the context of loyalty. Method: Using a sample of 290 university students, data was collected through a self-administered survey and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). Results and Discussion: The results reveal that only bank image and trust significantly affect loyalty, while satisfaction, bank image, and trust are influenced by service quality but not on students’ loyalty. Interestingly, bank image also influences satisfaction. These findings suggest that banks should prioritize building a positive image and trust among customers to enhance loyalty, rather than solely focusing on service quality and satisfaction. Research Implications: The study offers practical implications for Malaysian banks, highlighting the importance of loyalty for long-term sustainability and targeting undergraduate students as future assets. It contributes to the literature by exploring these relationships specifically among undergraduate students in Malaysia, offering insights for banks to consolidate their market share and tailor products and services for young consumers Originality/Value: This pioneering study examines how service quality, satisfaction, image, trust, and loyalty interrelate among Malaysian undergraduate students, offering insights for banks targeting young consumers