Hadera, A. Factors Influencing Customers’ Brand Loyalty in Ethiopian Banking Industry. Preprints2020, 2020080255. https://doi.org/10.20944/preprints202008.0255.v1
APA Style
Hadera, A. (2020). Factors Influencing Customers’ Brand Loyalty in Ethiopian Banking Industry. Preprints. https://doi.org/10.20944/preprints202008.0255.v1
Chicago/Turabian Style
Hadera, A. 2020 "Factors Influencing Customers’ Brand Loyalty in Ethiopian Banking Industry" Preprints. https://doi.org/10.20944/preprints202008.0255.v1
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 is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
