Customer Loyalty and its Determinants in Banking Industry: A Study in Madurai City

K Saravanan
Additional contact information
K Saravanan: Madurai Kamaraj University

Shanlax International Journal of Economics, 2017, vol. 6, issue 1, 72-79

Abstract: The Banking Industry is highly competitive, complex and in dynamic environment. It has led to a great transformation in the industry. The traditional product-oriented bank is becoming increasingly customer-oriented in accordance with the basic principles of relational marketing, which focuses on customer loyalty as its main goal. In this sense, Gilmore (1997) considers that constant customer oriented behaviour is a requisite for improving the implementation of quality in services marketing. In this sense, Barnes and Howlett (1998) argue that, given that many financial services are parity offerings, it can be stated that a customer is unlikely to be overly impressed by core product attributes when all companies are providing similar offerings.

Keywords: product-oriented bank; financial services; Customer Loyalty; business performance; purchasing frequency; brand loyalty (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.shanlaxjournals.in/journals/index.php/economics/article/view/712 (text/html)
https://www.shanlaxjournals.in/article/economics/v6n1/11.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:acg:journl:v:6:y:2017:i:1:p:72-79

Access Statistics for this article

Shanlax International Journal of Economics is currently edited by M.Chitra

More articles in Shanlax International Journal of Economics from Shanlax Journals Madurai, Tamil Nadu, India.
Bibliographic data for series maintained by S.Lakshmanan ().