Assessing Consumer Loyalty in Banking Sector of Pakistan

Abstract

The major purpose of this study is to assess the Consumer Loyalty in Banking Sector of Pakistan. Furthermore, to get an idea that which variables and processes are more important for the banking sector of Pakistan. For this research the dependent variable is customer loyalty and independent variable are (Customer Satisfaction, Customer Trust, Perceived Quality and Customer Commitment). These factors help out to assess the consumer loyalty in the banking sector of Pakistan Design Methodology/Approach Quantitative research approach used for this study and collect information with the help of questionnaire design. The questionnaire has been divided into 4 sections. Section A relates with the general demographic section and section B to D relates with the independent variables and the last E section was related to dependent variable. Random sampling technique was used and all the respondents were the customers of banks of Pakistan Total 150 respondents were contacted. Analyzing has been done with the statistical methods though SPSS software. Tables and their analysis were used in descriptive analysis and regression method has been used in inferential analysis so that hypothesis can be tested easily. These methods have been selected to know more about the topic in detail and according to the nature of the topic. Findings This research helps to assess the consumer loyalty in the banking sector of Pakistan. These finding help to find which factors of loyalty are more important and valuable. 4 Practical Implication The outcome of this journal can be helpful for the banking sector. It elaborates which factors of consumer loyalty should be focused more to engage more customers in the banking sector. Banking sector can take benefit of this research for individual consumer loyalty and collective consumer loyalty