dc.contributor.author | Kibui, Priscila Nyawira | |
dc.contributor.author | Muriithi, Simon | |
dc.contributor.author | Mbebe, James | |
dc.date.accessioned | 2021-12-02T17:43:36Z | |
dc.date.available | 2021-12-02T17:43:36Z | |
dc.date.issued | 2020-09 | |
dc.identifier.uri | http://iajournals.org/index.php/8-articles/657-iajhrba-v3-i6-394-413 | |
dc.identifier.uri | http://repository.kemu.ac.ke/handle/123456789/1277 | |
dc.description.abstract | Customer loyalty has been one of the top
tools for a successful business. This study
aimed to establish the factors that influence
customer loyalty with reference to the case
study of commercial banks in Kenya. This
study focused on tier 1, tier 2 and tier 3
banks respectively. These banks have
grown exponentially over the years and
have a huge client base. This study had its
underpinning on the theory of
Disconfirmation. This theory argued that
‘client loyalty and satisfaction was related
to the size and direction of the
disconfirmation experience that occurs as a
result of comparing service performance
against expectations. The study adopted the
descriptive survey design. The target
population of this study was 1199327 bank
customers (retail and corporate) in Tier 1,
Tier 2 and Tier 3 bank branches in Nairobi
CBD. The study applied stratified and
simple random sampling to select a sample
of 384 respondents for the study. Data was
collected by use of self-administered Semi
structured questionnaire. Before the
questionnaire was administered, consent
was sought from the respondents. On
completion, the researcher organized the
data received, coded, edited and tabulated
to check accuracy, completeness and
storing it in appropriate form. Descriptive
statistics such as frequencies, percentages,
mean score and standard deviation were
estimated for all the quantitative variables
and information presented in form of tables.
The qualitative data from the open-ended
questions was analysed using conceptual
content analysis and presented in prose.
Inferential data analysis was done using
regression and correlation analysis. The
regression analysis was used to establish
the relations between the independent and
dependent variables. The Statistical
Programme for Social Studies (SPSS)
version 25 was used in the running of the
statistical data output. The analyzed data
was presented in form of narrative, bar
graphs, pie charts and frequency tables. The
study found that the bank employees are
always willing to help and the services
provided by the bank are reliable. The study
the bank charges competitive interest rates
on loans. The study also found that the bank
was perceived to be strong and stable. The
study further found that the customer is
most satisfied with the multitude of
products in the bank. The study concluded
that product variety had the greatest effect
on the customer loyalty on commercial
banks in Nairobi, followed by service
quality, then price regimes brand
perception had the least effect to the
customer loyalty on commercial banks in
Nairobi. The study recommends that the
banks should be focused on the quality of
the product in order to sustain the loyalty of
their quality seeking customers. The study
recommends that the banks should strive to
improve its image among the consumer by
participating in various CSR projects that
will enable them to offer support to people
seeking growth opportunities. | en_US |
dc.language.iso | en | en_US |
dc.publisher | International Academic Journal of Human Resource and Business Administration | en_US |
dc.relation.ispartofseries | vol 3;(6) | |
dc.subject | banks’ customer loyalty, commercial banks, Nairobi CBD, Kenya | en_US |
dc.title | ANALYSIS OF FACTORS INFLUENCING BANKS’ CUSTOMER LOYALTY: CASE OF COMMERCIAL BANKS IN NAIROBI CBD, KENYA | en_US |
dc.type | Article | en_US |