The Framework of Loyalty and Customer Satisfaction with Perceived value and Omni-channel Integration Quality as Drivers in Banking Sector of Pakistan

Abstract

Technological advancement and digitalization bring drastic transformations in the business market. This study intends to recognize the factors that influence customer loyalty and enhance the literature relevant to the evolving topic of Omni-channel which provides a seamless experience to consumers among all channels. This study empirically investigates the association among the Omni-channel “integration quality, perceived value, customer satisfaction & customer loyalty” in the Pakistani banking segment. To collect the data, a quantitative study was accompanied. The online surveys were generated on google forms filled out by the customer and some were distributed by hand. 233 questionnaires out of 250 were used to perform the analysis, and 17 questionnaires were excluded due to incomplete or missing data. SPSS 21 was used to perform Cronbach alpha & regression analysis. The result shows that loyalty & satisfaction are significantly influenced by the Integration quality, and a significant positive association of Perceived Value with satisfaction but shows insignificant relation with loyalty. Moreover, by enhancing customer satisfaction loyalty can be increased in the banking segment also showing significant results, and high-quality integration enhances the Perceived Value. while examining the given framework outcomes, the Pakistani bank's manager might be able to use the Omni-channel strategy in the banking sector favorably & recognize its influence on customers as well.