INFLUENCE OF PERCEIVED CUSTOMER VALUE, EMPLOYEE SERVICE QUALITY, BANK IMAGE AND CUSTOMER SATISFACTION ON GENERATION Y STUDENTS’ BANK LOYALTY

Ephrem Habtemichael REDDA; Marko Van DEVENTER

Makale detayları

INFLUENCE OF PERCEIVED CUSTOMER VALUE, EMPLOYEE SERVICE QUALITY, BANK IMAGE AND CUSTOMER SATISFACTION ON GENERATION Y STUDENTS’ BANK LOYALTY

Yazarlar:

Ephrem Habtemichael REDDA | Marko Van DEVENTER

Yayıncı:

Sosyal Bilimler Araştırmaları Derneği

Ana Başlıklar:

Ekonomi ve Maliye

Dergi:

International Journal of Business and Management Studies 2017 Vol.9 Issue 2, pp.1-16

Belge Tipi:

Makale

Yayın Tarihi:

5/2017

Belge Dili:

İngilizce

Document ID (Org No.):

2000808905

Sıklık:

İki Yıllık

eISSN:

1309-8047

Özet:

 

Retail banks are increasingly focused on maintaining a loyal customer base. This
   is because loyal customers translate into higher profits and increased market
   share. The Generation Y cohort, which comprises the youth of today, is an
   important current and future banking segment and its bank loyalty could have a
   notable effect on the profitability of retail banks. Understanding the factors that
   positively contribute towards this cohort’s bank loyalty will aid retail banks in
   devising appropriate marketing strategies for effectively targeting this market and
   maintaining their loyalty. As such, the purpose of this study was to determine the
   influence of perceived customer value, employee service quality, bank image and
   customer satisfaction on Generation Y students’ bank loyalty in a South African
   context. The study followed a descriptive research design and a quantitative
   research approach. A self-administered questionnaire was used to collect data
   from a convenience sample of 271 banking students registered at two public
   university campuses in Gauteng, South Africa. The collected data were analysed
   using descriptive statistics, reliability measures, correlation analysis and
   multivariate regression analysis. The study’s findings suggest that South African
   Generation Y students’ perceived customer value, bank image and customer
   satisfaction has a statistically significant positive influence on their bank loyalty.
   However, their perceived bank employee service quality has a positive yet nonsignificant
   influence on their bank loyalty.

Makale detayları

INFLUENCE OF PERCEIVED CUSTOMER VALUE, EMPLOYEE SERVICE QUALITY, BANK IMAGE AND CUSTOMER SATISFACTION ON GENERATION Y STUDENTS’ BANK LOYALTY

Yazarlar: Ephrem Habtemichael REDDA | Marko Van DEVENTER

Yayıncı: Sosyal Bilimler Araştırmaları Derneği

Ana Başlıklar: Ekonomi ve Maliye

Dergi: International Journal of Business and Management Studies 2017 Vol.9 Issue 2, pp.1-16

Belge Tipi: Makale

Yayın Tarihi: 5/2017

Belge Dili: İngilizce

Document ID (Org No.): 2000808905

Sıklık: İki Yıllık

eISSN: 1309-8047

Sayı

Yazarlar:

Ephrem Habtemichael REDDA | Marko Van DEVENTER

Yayıncı:

Sosyal Bilimler Araştırmaları Derneği

Ana Başlıklar:

Ekonomi ve Maliye

Dergi:

International Journal of Business and Management Studies 2017 Vol.9 Issue 2, pp.1-16

Belge Tipi:

Makale

Yayın Tarihi:

5/2017

Belge Dili:

İngilizce

Document ID (Org No.):

2000808905

Sıklık:

İki Yıllık

eISSN:

1309-8047