Investigating the effective factors that affect on absorb and retention of bank customers

Abstract

This research aims to examine which determinants (i.e. perceived quality, trust, satisfaction, perceived value, and membership programs) have significant effect(s) on absorb and retention of bank customers. In order to get the answer, this study surveyed 384 customers to investigate the determining factors that affect on absorb and retention of bank customers. The multiple regression statistical method and Freidman  analysis were used for data analysis. The study results show that among the determining factors and their relationship against attitudinal and behavioral loyalty, “satisfaction” was consistently valued the most, followed by “trust.” The attitudinal loyalty measurement regarded “membership program” as its third most valued while the behavioral loyalty positioned “perceived quality” as its third. Results for the fourth most valued factor, indicated “perceived quality” from the attitudinal loyalty measurement, while “perceived value” was behavioral loyalty’s fourth most valued. The least valued factors for attitudinal and behavioral loyalty were “perceived value” and “membership program,” respectively. On a greater scale, in measuring overall loyalty, the determining factors were ranked as follows, in descending order from most to least important: “satisfaction,” “trust,” perceived quality,” “membership program,” and “perceived value.” This study can serve as a model to be adopted for years to come in the determining factors of absorb and retention of bank customers. The constructs, specifically “perceived value,” “perceived quality,” “satisfaction,” and “trust” have been of use for years, through various industries. These particular determinants will continue to be of use across industries as efforts are made to measure customer loyalty.

Keywords: determining factors, absorb and retain of customers