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Factors Influencing Customers’ Brand Loyalty in Ethiopian Banking Industry

This version is not peer-reviewed.

Submitted:

10 August 2020

Posted:

11 August 2020

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Abstract
The study is carried out on the factors influencing customers’ brand loyalty. The study is aimed at evaluating customers’ brand loyalty status and identifying its determinants. To this end, an explanatory research design is used with the support of descriptive and multiple regression analytical techniques. From the customers of the bank 290 of them are selected using a purposive sampling technique. Questionnaires are administered to collect the primary data. The finding of the study indicates that the loyalty status of the customers is fragmented into hard-core loyalty, split loyalty, shift loyalty, and switching loyalty status with the inclination on the first and second categories of loyalty status. It also reflects that distribution, promotion, reputation, satisfaction and tangible benefits are the predictors of customers’ brand loyalty. A message of sticking on these determinants of loyalty is transmitted to the bank manager with the emphasis on the most predictors, i.e., distribution and promotion.
Keywords: 
customers' brand loyalty; bank; loyalty status; determinants of loyalty
Subject: 
Business, Economics and Management  -   Marketing
Copyright: This open access article is published under a Creative Commons CC BY 4.0 license, which permit the free download, distribution, and reuse, provided that the author and preprint are cited in any reuse.

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