Factors Affecting Customer Loyalty on Banking Service: a Case of Hong Kong Shanghai Bank Commercial in Ho Chi Minh City, Vietnam

According to Pacelli “High customer satisfaction translates to customer loyalty, and loyalty is one of the biggest drivers of corporate growth” (PACELLI, 2011)

7. Consumer loyalty needs to be increased: - The main recommendation is to increase the good relationship with the consumer at all. The reason is that if there is a good relationship between the organisation and the consumer then the benefit will be to the organisation as good relationship sometimes helps to reduce expense on the other factors like huge expense that is done on the advertising of the brand of the organisation. In Asian markets, areas such as relationship building and a ‘benefit-the-country’ attitude are sometimes more important than investing enormous amounts on advertising (LaForet and Chen, 2012).

Impact of Performance Parameters on Customers’ Satisfaction level of Bancassurance Services in Public and Private Sector Banks

The financial crisis in 2008 brought about drastic changes in customer behavior all over the world and encouraged customers to take a shifted action towards their needs and wants (Mansoor and Jalal 2011). In the age of globalisation, as no nation can keep itself aloof from the world economic volatility, India too, was affected significantly in economical as well as social dimensions. The economic turmoil had a profound impact on consumers (Flatters and Willmott 2009) and most of the firms including ones in financial sector faced serious challenges in satisfying the customers as they have became more skeptic and cautious. Even though, the Indian banking sector has performed extremely well over the last few years and has shown substantial resilience during the global financial crisis (Das et al 2011), new challenges are seen emerging from customers. The challenges posed are mainly due to changes in customer demands and diffusion in loyalty intentions due to low switching costs. The parameters critical in the imparting customer satisfaction in the banking context, thus demands re-definition and analysis for formulating strategies aimed at competitive advantage. Empirical evidences from studies conducted in various contexts underlines the causal linkage among variables such as perceived service quality and customer satisfaction on loyalty intentions of the customer. However, consumer behavior being complex in nature influenced by environmental changes,

Customer loyalty is much harder to obtain that customer service satisfaction. The most important first step is to satisfy the customer by meeting their expectations. Customers only give a company one chance and if they aren’t satisfied they will not do business with that company again, as well as tell others of their experience. The next step would be to exceed the customer’s expectations. If a business goes above and beyond to assist the customer they begin to build loyalty. The next step is to truly surprise the customer. In order to dominate the marketplace the company must find a way to make them selves stand out with their product or service, accompanied with phenomenal customer service. Once this has been done customer satisfaction and loyalty will be gained. “Acquiring a new customer can cost four or five times more than keeping a current customer” (Bestmark, 2013). So it’s essential to keep the current customer’s happy and coming back for more.

Secondly, providing high quality customer service might be another essential factor in any customer loyalty strategy. The better a vendor treats their customers, the more likely the customers will return. As Cater and Cater (2009) state, an outstanding customer service could create a sustainable loyal customer

Customer loyalty is the key objective of customer relationship. Loyalty only occurs when there is a positive attitude to a brand perceived to be different. The individual market segments should be targeted in terms of developing customer loyalty. Loyalty is not just repeat buying but also involves the attitudes of customers to a brand. When a customer feels that the product or service was highly satisfying they develop loyalty. If they do not feel as if the product and service was not satisfying there might negative effects.

In order to build and sustain a competitive edge, service organization need to strive to maintain a superior quality of services in an effort to gain customer loyalty, hence improving customer retention rates.(Kadampully,1998)

In order to survive in the competitive business environment organisations have to concentrate upon strengthening their consumer’s satisfaction strategies for ensuring consumer loyalty in the long run of business. In order to incorporate a long term customer retention strategy, organisations are in immediate need for assessing and unveiling the reasons and elements prior to the designing and implementation process of the consumer retention programmes. The importance of consumer loyalty could be

The outcomes of this report shows all service quality dimensions are positively correlated with customer satisfaction and loyalty indicating quality banking service as a necessity for establishing and having a satisfied and loyal customers. As to the correlation result, assurance and responsiveness are the leading factors of

Customer Satisfaction and Loyalty has become, throughout years, not only an important marketing tool but also an integrated part of a company structure. Competition has become fierce and competitors in a market are trying constantly to prove that their products and services are better than others. Therefore, being able to satisfy and retain customers will definitely create a competitive edge over competitors but will also reduce cost while creating long term relationship with customers.

In addition to that Lin (2010) also specifies loyalconsumerspurchase more products and loyal consumers are less-price sensitive and pay less attention to competitors’ advertising. Therefore, when taking in to consideration of above mentioned benefits, it clearly represents the positive impacts of brand loyalty towards a firm. Furthermore Khraim (2011) also confirms that the brand loyalty is vital for afirm to make sure that its brand is kept in the minds of consumers and avoidconsumers from switching to other brands. There are many forces drawing consumers away such as competition, customers’ thirst for variety, etc. hence obtaining and maintaining loyalty for a particular brand is not an easy task thus marketers should clearly understand how loyalty factors can affect consumer buying behavior in the marketplace and find out ways and means to gain brand loyalty towards their productsKhraim (2011).

There is a market opportunity for the improvement of customer service that will satisfy the customer resulting in revenue improvement. First employees must be trained learning skills in customer service having commitment and confidence in handling customers professionally. Customers will feel that they were treated as an individual and taken care of. It is through the direct experience of customer service with the employee and the customer, showing how important they are and what the company can deliver. Satisfying the needs by delivering what is valuable to the customers will drive them to purchase more products and services, achieving customer loyalty. Good customer service and care is the most essential method for improving customer loyalty. Building loyalty with 5% more customers would lead to an increased average profit per customer of between 25% and 100% (Carter 2014).

Topic: “Relationship between Service Quality and Customer Satisfaction: The Case Study of the Olympic Sports Club in Bangkok”

The term “Brand Loyalty” also called as “Customer Loyalty” has been in the business industry since a very long time as a model to be used in conducting business. But it wasn’t until the mid to late 1900’s that the term was actually given its due importance by making it a vital part of advertising and marketing. The concept of marketing evolved substantially from being focused on sales of a product to having Customer satisfaction to be its focal point. Studies further revealed that there was a positive correlation between customer satisfaction and Brand Loyalty.