Determinates Brand Loyalty: A Comparative Study Between Commercial Bank Of Ethiopia And Awash International Bank
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Date
2017-06
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Addis Ababa University
Abstract
Brand Loyalty is one of the major tools for any company to survive in a severe competition. Brand helps in creating relationship between consumer and producer. The purpose of this study was to investigate the influence of perceived value, service quality, customer satisfaction on brand loyalty of customers in a comparative study between Commercial bank of Ethiopia and Awash International bank. Perceived value, service quality and customer satisfaction were determined to be the input and intervening variables and brand loyalty was determined to be the output variable and based on this a structured questionnaire was developed. The five hypotheses were simultaneously tested on a sample of 344 customers out of 384 distributed, giving a valid response rate of 90 percent. The finding of this study shows that all of the three variables have positive and significant relationship with brand loyalty which led to the acceptance of the four hypotheses. The testing of the fifth and the final hypothesis, which set out to find any significant difference with regard to perceived value, service quality, customer satisfaction and brand loyalty between Commercial and Awash international bank; there is no significant difference in the means of service quality and brand loyalty, however there is significant difference between the means of perceived value and customer satisfaction between the two banks. This led to the partial acceptance of the fifth hypothesis. These findings are beneficial for both banks to gain brand loyal customers
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perceived value, service quality, customer satisfaction