Designing and validating customer loyalty construct for the banking sector (evidence from Pakistan)
by Naveed Saif; Muhammad Tahir Khan; Irfan Ullah Khan; Muhammad Adnan
International Journal of Business Excellence (IJBEX), Vol. 28, No. 3, 2022

Abstract: Customer relationship management is one of the most crucial strategies of corporate to attract and retain their potential customers. With the advancement of technologies and applying the internet to the banking sector, the importance of retaining potential customers has increased more than ever before. The current study studied in detail about the factors associated with customer loyalty and designed questionnaires for measuring customer loyalty from two critical dimensions (behavioural and affection). After detailed literature, various items for measuring different concepts (customer trust toward service providers, satisfaction, commitment, corporate culture, and intention to used credit card) were designed and validated through CFA by using AMOS software. Findings depict that all the items fully loaded on their respective factors and different measurement model indicate that the two-factor model better fit the data. This is the first study to design a model for measuring customer loyalty for credit card users in the banking sector of Pakistan. The newly designed questionnaire can be used by other banking sectors as well as in marketing, in sales promotion businesses to effectively measure their customers' affiliation as well as their behaviour and affection towards company products and services.

Online publication date: Mon, 14-Nov-2022

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Excellence (IJBEX):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com