Brand Loyalty in the Malaysian Banking Sector

This research explores the factors that contribute to brand loyalty in the Malaysian banking sector. A field survey of bank customers that visited banks around Kangar, capital of Perlis, was conducted to determine the significance and influence of the dimensions such as satisfaction, communication,...

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Main Author:	Mohammad Naim, Ismail
Format:	Thesis
Language:	eng eng
Published:	2009
Subjects:	HG Finance
Online Access:	https://etd.uum.edu.my/2136/1/Mohammad_Naim_Ismail.pdf https://etd.uum.edu.my/2136/2/1.Mohammad_Naim_Ismail.pdf
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id	my-uum-etd.2136
record_format	uketd_dc
spelling	my-uum-etd.21362013-07-24T12:14:34Z Brand Loyalty in the Malaysian Banking Sector 2009 Mohammad Naim, Ismail Adam, Mohamad Zainol Abidin College of Business (COB) College of Business HG Finance This research explores the factors that contribute to brand loyalty in the Malaysian banking sector. A field survey of bank customers that visited banks around Kangar, capital of Perlis, was conducted to determine the significance and influence of the dimensions such as satisfaction, communication, trust, image and perceived quality on brand loyalty in the Malaysian banking sector. A total of 500 questionnaires were distributed to ten participating banks through systematic quasi-random sampling, 438 questionnaires were obtained and usable. Pearson correlation test showed that 'perceived quality' is the most significant towards brand loyalty, followed by 'image', 'communication', 'trust' and 'satisfaction'. On the other hand, regression analysis indicated that perceived quality, image, satisfaction and communication were factors that influence brand loyalty, while trust was not influencing respondents towards brand loyalty. Therefore, banks need to give quality services perceived by their customers, build and sustain a positive brand image, should be trustworthy and committed to the service ethics, should communicate timely and accurately, and make their customers satisfy with services given. 2009 Thesis https://etd.uum.edu.my/2136/ https://etd.uum.edu.my/2136/1/Mohammad_Naim_Ismail.pdf application/pdf eng validuser https://etd.uum.edu.my/2136/2/1.Mohammad_Naim_Ismail.pdf application/pdf eng public masters masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Adam, Mohamad Zainol Abidin
topic	HG Finance
spellingShingle	HG Finance Mohammad Naim, Ismail Brand Loyalty in the Malaysian Banking Sector
description	This research explores the factors that contribute to brand loyalty in the Malaysian banking sector. A field survey of bank customers that visited banks around Kangar, capital of Perlis, was conducted to determine the significance and influence of the dimensions such as satisfaction, communication, trust, image and perceived quality on brand loyalty in the Malaysian banking sector. A total of 500 questionnaires were distributed to ten participating banks through systematic quasi-random sampling, 438 questionnaires were obtained and usable. Pearson correlation test showed that 'perceived quality' is the most significant towards brand loyalty, followed by 'image', 'communication', 'trust' and 'satisfaction'. On the other hand, regression analysis indicated that perceived quality, image, satisfaction and communication were factors that influence brand loyalty, while trust was not influencing respondents towards brand loyalty. Therefore, banks need to give quality services perceived by their customers, build and sustain a positive brand image, should be trustworthy and committed to the service ethics, should communicate timely and accurately, and make their customers satisfy with services given.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Mohammad Naim, Ismail
author_facet	Mohammad Naim, Ismail
author_sort	Mohammad Naim, Ismail
title	Brand Loyalty in the Malaysian Banking Sector
title_short	Brand Loyalty in the Malaysian Banking Sector
title_full	Brand Loyalty in the Malaysian Banking Sector
title_fullStr	Brand Loyalty in the Malaysian Banking Sector
title_full_unstemmed	Brand Loyalty in the Malaysian Banking Sector
title_sort	brand loyalty in the malaysian banking sector
granting_institution	Universiti Utara Malaysia
granting_department	College of Business (COB)
publishDate	2009
url	https://etd.uum.edu.my/2136/1/Mohammad_Naim_Ismail.pdf https://etd.uum.edu.my/2136/2/1.Mohammad_Naim_Ismail.pdf
_version_	1747827273289957376

Brand Loyalty in the Malaysian Banking Sector

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