publication . Article . 2017

INFLUENCE OF PERCEIVED CUSTOMER VALUE, EMPLOYEE SERVICE QUALITY, BANK IMAGE AND CUSTOMER SATISFACTION ON GENERATION Y STUDENTS’ BANK LOYALTY

REDDA, Ephrem Habtemichael; DEVENTER, Marko Van;
Open Access English
  • Published: 01 Jul 2017 Journal: International Journal of Business and Management Studies (issn: 1309-8047, eissn: 1309-8047, Copyright policy)
  • Publisher: Social Sciences Research Society
Abstract
Retail banks are increasingly focused on maintaining a loyal customer base. This is because loyal customers translate into higher profits and increased market share. The Generation Y cohort, which comprises the youth of today, is an important current and future banking segment and its bank loyalty could have a notable effect on the profitability of retail banks. Understanding the factors that positively contribute towards this cohort’s bank loyalty will aid retail banks in devising appropriate marketing strategies for effectively targeting this market and maintaining their loyalty. As such, the purpose of this study was to determine the influence...
Subjects
free text keywords: HF5001-6182, Business, Generation Y students, customer value, employee service quality,bank image, customer satisfaction, bank loyalty, South Africa, Social Sciences, H, HF1-6182, Commerce
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publication . Article . 2017

INFLUENCE OF PERCEIVED CUSTOMER VALUE, EMPLOYEE SERVICE QUALITY, BANK IMAGE AND CUSTOMER SATISFACTION ON GENERATION Y STUDENTS’ BANK LOYALTY

REDDA, Ephrem Habtemichael; DEVENTER, Marko Van;