The Impact of Bank Brand Image on Customer Satisfaction and Loyalty: A Case of Kenya Commercial Bank

Abstract

In the competitive banking industry, the impact of bank brand image on the attitudes and behaviors of customers become an important issue. For banks today, the strength and marketing power of an institution’s brand is rapidly becoming one of the critical levers for differentiation and success. The aim of this study is to examine the relationship among bank brand image, customer satisfaction, and loyalty. The researcher purposely selected one institution, Kenya Commercial Bank (KCB) to conduct the research. The results reveal that bank brand image has positive effects on customer satisfaction and loyalty. It means that a positive bank brand image not only increases customer loyalty directly, but it also improves customer satisfaction through the enhancing of perceived service quality, which in turn increases the loyalty of customers. Bank brand image indeed serves as a lead factor in enhancing service quality, customer satisfaction, and loyalty.

This study proposes that bank managers should strive to create and maintain the positive bank brand image in order to enhance customer satisfaction, and loyalty.

Keywords: Bank brand image, Customer satisfaction, loyalty