Brand Loyalty in the Malaysian Banking Sector
This research explores the factors that contribute to brand loyalty in the Malaysian banking sector. A field survey of bank customers that visited banks around Kangar, capital of Perlis, was conducted to determine the significance and influence of the dimensions such as satisfaction, communication,...
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| Format: | Thesis |
| Language: | en en |
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2009
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| Online Access: | https://etd.uum.edu.my/2136/1/Mohammad_Naim_Ismail.pdf https://etd.uum.edu.my/2136/2/1.Mohammad_Naim_Ismail.pdf https://etd.uum.edu.my/2136/ |
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| _version_ | 1833435801889800192 |
|---|---|
| author | Mohammad Naim, Ismail |
| author_facet | Mohammad Naim, Ismail |
| author_sort | Mohammad Naim, Ismail |
| building | UUM Library |
| collection | Institutional Repository |
| content_provider | Universiti Utara Malaysia |
| content_source | UUM Electronic Theses |
| continent | Asia |
| country | Malaysia |
| description | This research explores the factors that contribute to brand loyalty in the Malaysian banking sector. A field survey of bank customers that visited banks around Kangar, capital of Perlis, was conducted to determine the significance and influence of the dimensions such as satisfaction, communication, trust, image and perceived quality on brand loyalty in the Malaysian banking sector. A total of 500 questionnaires were distributed to ten participating banks through systematic quasi-random sampling, 438 questionnaires were obtained and usable. Pearson correlation test showed that 'perceived quality' is the most
significant towards brand loyalty, followed by 'image', 'communication', 'trust' and 'satisfaction'. On the other hand, regression analysis indicated that perceived
quality, image, satisfaction and communication were factors that influence brand loyalty, while trust was not influencing respondents towards brand loyalty. Therefore, banks need to give quality services perceived by their customers, build and sustain a positive brand image, should be trustworthy and committed to the service ethics, should communicate timely and accurately, and make their customers satisfy with services given. |
| format | Thesis |
| id | my.uum.etd-2136 |
| institution | Universiti Utara Malaysia |
| language | en en |
| publishDate | 2009 |
| record_format | eprints |
| spelling | my.uum.etd-21362013-07-24T12:14:34Z https://etd.uum.edu.my/2136/ Brand Loyalty in the Malaysian Banking Sector Mohammad Naim, Ismail HG Finance This research explores the factors that contribute to brand loyalty in the Malaysian banking sector. A field survey of bank customers that visited banks around Kangar, capital of Perlis, was conducted to determine the significance and influence of the dimensions such as satisfaction, communication, trust, image and perceived quality on brand loyalty in the Malaysian banking sector. A total of 500 questionnaires were distributed to ten participating banks through systematic quasi-random sampling, 438 questionnaires were obtained and usable. Pearson correlation test showed that 'perceived quality' is the most significant towards brand loyalty, followed by 'image', 'communication', 'trust' and 'satisfaction'. On the other hand, regression analysis indicated that perceived quality, image, satisfaction and communication were factors that influence brand loyalty, while trust was not influencing respondents towards brand loyalty. Therefore, banks need to give quality services perceived by their customers, build and sustain a positive brand image, should be trustworthy and committed to the service ethics, should communicate timely and accurately, and make their customers satisfy with services given. 2009 Thesis NonPeerReviewed application/pdf en https://etd.uum.edu.my/2136/1/Mohammad_Naim_Ismail.pdf application/pdf en https://etd.uum.edu.my/2136/2/1.Mohammad_Naim_Ismail.pdf Mohammad Naim, Ismail (2009) Brand Loyalty in the Malaysian Banking Sector. Masters thesis, Universiti Utara Malaysia. |
| spellingShingle | HG Finance Mohammad Naim, Ismail Brand Loyalty in the Malaysian Banking Sector |
| title | Brand Loyalty in the Malaysian Banking Sector |
| title_full | Brand Loyalty in the Malaysian Banking Sector |
| title_fullStr | Brand Loyalty in the Malaysian Banking Sector |
| title_full_unstemmed | Brand Loyalty in the Malaysian Banking Sector |
| title_short | Brand Loyalty in the Malaysian Banking Sector |
| title_sort | brand loyalty in the malaysian banking sector |
| topic | HG Finance |
| url | https://etd.uum.edu.my/2136/1/Mohammad_Naim_Ismail.pdf https://etd.uum.edu.my/2136/2/1.Mohammad_Naim_Ismail.pdf https://etd.uum.edu.my/2136/ |
| url_provider | http://etd.uum.edu.my/ |