Analyzing Determinants of Customer Brand Loyalty In United Bank S.C
No Thumbnail Available
Date
2016-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
According to the reports of National Bank of Ethiopia there is aggressive entrance of new banks and existing banks swift branch expansion and coverage. This research work examined the significant brand loyalty determinants of United Bank S.C customers using selected five brand loyalty dimensions: Customer satisfaction, Switching cost, Brand trust, Perceived value and culture. The researcher hypothesized these five dimensions of brand loyalty have positive and significant effect on brand loyalty of clients. Besides this the work identifies the significant factors, variance explained by them and orders them based on their influence on their loyalty. In order to do so a conceptual model was developed. Simple random sampling method was adopted and 384 questionnaires were distributed to the 17 branches of United Bank S.C find in Addis Ababa and 343 were returned. To the descriptive and inferential analysis the researcher employs Statistical Package for Social Science version 20. Binary logit model was used in the regression analysis for answering the objectives of the research and verifying the hypothesis. The research conclude the brand loyalty of United Bank S.C customers are positively and significantly affected by Brand trust, culture, Perceived value, and Customer satisfaction from higher to lower order. Therefore, it is recommended that United Bank S.C should focus on the identified significant brand loyalty determinant to maintain its customer loyal
Description
Keywords
Brand loyalty, Logit model, SPSS