The Impact of Branding in Building and Enhancing Customer Loyalty for Banking Services: an Applied Study of Commercial Bank Customers in Jordan

Abstract

Purpose: The aim of this study is to examine the impact of branding in building and enhancing customer loyalty for banking services. Theoretical framework: branding dimensions are the first factors, which affect a customer’s opinion of the quality and features a particular product, including brand recognition, mental image, trust, satisfaction, market value, and perceived quality. A large number of studies indicate that customer loyalty influences brand value (Janghyeon & Yuksel, 2011). Design/methodology/approach: The research reports on field study that operationalizes a theoretical framework to examine the impact of branding in building and enhancing customer loyalty for banking services. Findings: Evidence from the study indicates that the dimensions of branding have a statistically significant impact in building and enhancing customer loyalty for banking services in Jordan Research, Practical & Social implications: the study suggests improving customer trust in their brand and banking services, because such trust is one of the most important dimensions that enhances customer satisfaction, and persuades them to have the desired level of loyalty for these services. Originality/value: The results indicate the role of the branding can build and enhance customer loyalty for banking services in commercial bank in Jordan.