Impact of Customer Satisfaction, Customer Trust, Perceived Quality, Customer Commitment That Influence Customer Loyalty: A study of Pakistani Commercial Banks

Abstract

The major purpose of this study is to assess the Impact of critical factors that influence customer loyalty (a study of Pakistani commercial banks). 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 variables are (Customer Satisfaction, Customer Trust, Perceived Quality and Customer Commitment). These factors help to assess the customer loyalty in the banking sector of Pakistan. 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 to 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 consumers 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. This research helps to find the Impact of critical factors that influence customer loyalty in the banking sector of Pakistan. These findings help to find which factors of loyalty are more important and valuable.