Staff View: Factors Leading to Customer Loyalty in the Domestic Banks in Malaysia – A Perspective from the Social Networking Sites

Factors Leading to Customer Loyalty in the Domestic Banks in Malaysia – A Perspective from the Social Networking Sites

In Malaysia, banks are still struggling to cultivate loyal customers, little agreement among bankers as to what variables contribute to customer loyalty. Numerous empirical studies were conducted to investigate on the factors that lead to customer loyalty but there were no unified solution especiall...

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Main Author:	Kumarashvari, Subramaniam
Format:	Article
Language:	English
Published:	INTI International University 2018
Subjects:	H Social Sciences (General) HG Finance
Online Access:	http://eprints.intimal.edu.my/1495/1/v1_2018_36.pdf http://eprints.intimal.edu.my/1495/ http://intijournal.intimal.edu.my/intijournal.htm
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id	my-inti-eprints.1495
record_format	eprints
spelling	my-inti-eprints.14952021-05-10T07:08:52Z http://eprints.intimal.edu.my/1495/ Factors Leading to Customer Loyalty in the Domestic Banks in Malaysia – A Perspective from the Social Networking Sites Kumarashvari, Subramaniam H Social Sciences (General) HG Finance In Malaysia, banks are still struggling to cultivate loyal customers, little agreement among bankers as to what variables contribute to customer loyalty. Numerous empirical studies were conducted to investigate on the factors that lead to customer loyalty but there were no unified solution especially in the Social Networking Sites platform. Therefore, this study intends to investigate the factor leads to customer loyalty by looking into three variables: service value, interactive value and customer experience. Quantitative study was employed with population sampling represented by Facebook community of domestic banks in Malaysia involving a study spanning 6 months (November 2017 – April 2018). It can be concluded that the existence of Social Networking Sites not only augments to social interaction but also extends the experience of having a desirable experience among the consumers. It also offers the banks an opportunity to interact with their target audience resulting in the transfer of marketing messages. Moreover, this study provides an insight to the practitioners on how to provide greater value and promote a more customer centric culture in which service, interactive value and experience can be nurtured from the social media perspective. INTI International University 2018 Article PeerReviewed text en http://eprints.intimal.edu.my/1495/1/v1_2018_36.pdf Kumarashvari, Subramaniam (2018) Factors Leading to Customer Loyalty in the Domestic Banks in Malaysia – A Perspective from the Social Networking Sites. INTI JOURNAL, 2018 (36). ISSN e2600-7320 http://intijournal.intimal.edu.my/intijournal.htm
institution	INTI International University
building	INTI Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	INTI International University
content_source	INTI Institutional Repository
url_provider	http://eprints.intimal.edu.my
language	English
topic	H Social Sciences (General) HG Finance
spellingShingle	H Social Sciences (General) HG Finance Kumarashvari, Subramaniam Factors Leading to Customer Loyalty in the Domestic Banks in Malaysia – A Perspective from the Social Networking Sites
description	In Malaysia, banks are still struggling to cultivate loyal customers, little agreement among bankers as to what variables contribute to customer loyalty. Numerous empirical studies were conducted to investigate on the factors that lead to customer loyalty but there were no unified solution especially in the Social Networking Sites platform. Therefore, this study intends to investigate the factor leads to customer loyalty by looking into three variables: service value, interactive value and customer experience. Quantitative study was employed with population sampling represented by Facebook community of domestic banks in Malaysia involving a study spanning 6 months (November 2017 – April 2018). It can be concluded that the existence of Social Networking Sites not only augments to social interaction but also extends the experience of having a desirable experience among the consumers. It also offers the banks an opportunity to interact with their target audience resulting in the transfer of marketing messages. Moreover, this study provides an insight to the practitioners on how to provide greater value and promote a more customer centric culture in which service, interactive value and experience can be nurtured from the social media perspective.
format	Article
author	Kumarashvari, Subramaniam
author_facet	Kumarashvari, Subramaniam
author_sort	Kumarashvari, Subramaniam
title	Factors Leading to Customer Loyalty in the Domestic Banks in Malaysia – A Perspective from the Social Networking Sites
title_short	Factors Leading to Customer Loyalty in the Domestic Banks in Malaysia – A Perspective from the Social Networking Sites
title_full	Factors Leading to Customer Loyalty in the Domestic Banks in Malaysia – A Perspective from the Social Networking Sites
title_fullStr	Factors Leading to Customer Loyalty in the Domestic Banks in Malaysia – A Perspective from the Social Networking Sites
title_full_unstemmed	Factors Leading to Customer Loyalty in the Domestic Banks in Malaysia – A Perspective from the Social Networking Sites
title_sort	factors leading to customer loyalty in the domestic banks in malaysia – a perspective from the social networking sites
publisher	INTI International University
publishDate	2018
url	http://eprints.intimal.edu.my/1495/1/v1_2018_36.pdf http://eprints.intimal.edu.my/1495/ http://intijournal.intimal.edu.my/intijournal.htm
_version_	1701166975211798528
score	13.211869

Factors Leading to Customer Loyalty in the Domestic Banks in Malaysia – A Perspective from the Social Networking Sites

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