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Factors Affecting Customer Loyalty on Banking Service: A Case of Kanbawza (KBZ) Bank in Yangon, Myanmar
| Content Provider | Semantic Scholar |
|---|---|
| Author | Tin, Julia Chaipoopirutana, Sirion |
| Copyright Year | 2014 |
| Abstract | Abstract—This study investigates the relationship between technology security & information quality, technology convenience, technology usage easiness & reliability, service personal values, customer service, customer satisfaction and customer loyalty of banking service. To do so, a survey was conducted by distributing 400 questionnaires in 4 branches of KBZ bank in Yangon, Myanmar. The Pearson Correlation was applied for the data analysis. The results show that there is a positive and significant relationship among technology security & information quality, technology convenience, technology usage easiness & reliability, service personal values, customer service, customer satisfaction toward customer loyalty. The findings indicated customer satisfaction was the most important factor affecting customer loyalty on banking service. Based on these results, it seems that KBZ needs to focus mainly on customer satisfaction to build and sustain customer loyalty. |
| File Format | PDF HTM / HTML |
| DOI | 10.15242/icehm.ed1014035 |
| Alternate Webpage(s) | https://icehm.org/upload/1140ED1014035.pdf |
| Alternate Webpage(s) | https://doi.org/10.15242/icehm.ed1014035 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
