IMPACT OF CUSTOMER BASED BRAND EQUITY (CBBE) ON CUSTOMER RETENTION: A COMPARATIVE STUDY OF GOVERNMENT, PRIVATE AND FOREIGN BANKS OF LAHORE, PAKISTAN

Shoaib Tahir (), Dr.Faisal Aftab () and Rab Nawaz Lodhi
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Shoaib Tahir: Institute of Professional Development, Lahore
Dr.Faisal Aftab: Director Research: Bahria University, Islamabad
Rab Nawaz Lodhi: Institute of Business and Management University of Engineering& technology, Lahore

IBT Journal of Business Studies (JBS), 2014, vol. 10, issue 2, 33-47

Abstract: Purpose This paper has drawn the attention to study the customer based brand equity in service sector especially in banking sector of Pakistan.The rationale of this study is to explore any relationship between different dimensions of CBBE and customer retention.Methodology/Sampling This study has been conducted in Lahore.Convenience sample of 300 respondents has been used for data collection.The results have been established by using quantitative and qualitative techniques.Survey method was adopted to collect quantitative data through questionnaires and interviews have been conducted to collect the qualitative data through audio recorded interviews.SPSS has been utilized for quantitative data analysis and NVivo 10 has been used for qualitative data analysis.Findings The study found that perceived quality and organizational association have significant positive relationship with customer retention.Further this study has determined the difference in CBBE among foreign, private and government banks and found the CBBE is highest in foreign banks.Practical Implications The findings of the study is beneficial for the Government, Private and Foreign Banks to retain their customers through consumer based brand equity.

Keywords: Perceived Quality; Brand Image; Brand Association; Brand loyalty and Customer Retention. (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aib:ibtjbs:v:10:y:2014:i:2:p:33-47

DOI: 10.46745/ilma.ibtjbs.2014.102.3

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