Antecedents of Customer Loyalty in Private Commercial Banks of Bangladesh

Abstract

Bangladesh’s economy being a small one is home to a huge number of private commercial banks offering homogenous products giving rise to fierce competition within the industry. Gaining substantial customer loyalty can help bank companies survive the competition in the industry. This study tried to review the impact of service quality and perceived value as the antecedents of customer loyalty for private commercial banking customers in Bangladesh. The study reveals that service quality and perceived value positively influence customer loyalty and that the positive impacts are significant as found in prior studies. Additionally, this study suggested that private commercial banks in Bangladesh ought to continually gratify customers by ensuring the quality of service and enhancing perceived value, thereby gaining customer loyalty. As the implication, this study highlighted to the scholars and professionals in the banking industry may resort to the findings of the study for having a better understanding of how the different relevant factors give rise to customer satisfaction, which in turn creates customer loyalty, and how they influence each other as well. The outcomes of the study will assist the practitioners in which innovative and distinctive marketing strategies are to be devised to enhance customer loyalty.