Title: Designing and validating customer loyalty construct for the banking sector (evidence from Pakistan)

Authors: Naveed Saif; Muhammad Tahir Khan; Irfan Ullah Khan; Muhammad Adnan

Addresses: Department of Business and Economics, The University of Lakki Marwat, Pakistan ' Department of Economics and Business Administration, University of Education, Lahore, Pakistan ' Department of Education, The University of Lakki Marwat, Pakistan ' Department of Management Sciences, Gomal University, D.I. Khan, Pakistan

Abstract: Customer relationship management is one of the most crucial strategies of corporate to attract and retain their potential customers. With the advancement of technologies and applying the internet to the banking sector, the importance of retaining potential customers has increased more than ever before. The current study studied in detail about the factors associated with customer loyalty and designed questionnaires for measuring customer loyalty from two critical dimensions (behavioural and affection). After detailed literature, various items for measuring different concepts (customer trust toward service providers, satisfaction, commitment, corporate culture, and intention to used credit card) were designed and validated through CFA by using AMOS software. Findings depict that all the items fully loaded on their respective factors and different measurement model indicate that the two-factor model better fit the data. This is the first study to design a model for measuring customer loyalty for credit card users in the banking sector of Pakistan. The newly designed questionnaire can be used by other banking sectors as well as in marketing, in sales promotion businesses to effectively measure their customers' affiliation as well as their behaviour and affection towards company products and services.

Keywords: customer loyalty; confirmatory factor analysis; CFA; banking sector; AMOS; customers.

DOI: 10.1504/IJBEX.2022.126930

International Journal of Business Excellence, 2022 Vol.28 No.3, pp.397 - 418

Received: 02 Apr 2020
Accepted: 09 May 2020

Published online: 14 Nov 2022 *

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