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    Drivers of BanksCustomer Loyalty

    Sowmya SushmaKalyani PrudviArun Kumar Pavani

    Anirudh.K ChaitanyaMurtaza Ali Simple

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    Introduction

    Objective: to identify the inter-relationship between service quality,customer loyalty and customer

    satisfaction

    To identify the important drivers ofcustomer loyalty in the banks

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    Variables

    Service quality

    - catering the needs

    - problem redressal mechanism- standards of the service

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    Variables

    Perceived value

    - pricing of products/services

    - range of products/services- value added services

    - value for money

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    Variables

    Customer Loyalty

    - intention to do business with thebank

    - word of mouth

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    Variables

    Affordability

    Time and effort

    Costs

    Hasselness

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    Source of data

    Primary data

    - questionnaires

    - personal interviews

    Sample size: 41

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    Methodology

    Interval data

    Factor analysis: Examines the patternsof correlation among the variables andidentifies the important factors

    Discriminant Analysis: to determinewhich continuous variables discriminatebetween two or more naturallyoccurring groups.

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    Bank catering to theircustomer needs

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    Service Quality of the Bank

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    Attraction for the Customers

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    Cost Drivers

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    Conclusion


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