Determinants Of Customer Loyalty: A Preliminary Study On A Prominent Bank In Malaysia

Abstract

Abstract-The study was conducted to identify the determinants of customer loyalty as it has become a critical aspect of maintaining organization permanence. There are three independent variables being tested in this study, which are, perceived service quality, emotional satisfaction, and corporate reputation. This study replicated the study done at a Tunisian Bank. Using convenience sampling as a sampling technique, the questionnaires had been personally distributed to 152 respondents. The results showed that two out of three hypotheses were supported. The study recommended a bigger sample size for future researcher.