Factors Influencing Customer Loyalty in the Banking Sector a Case of Commercial Banks in Mombasa Kenya
Rorio, Elkana Cheruiyot
MetadataShow full item record
The purpose of the study was to establish the factors influencing customer loyalty in the banking sector, a case of commercial banks in Mombasa, Kenya. In the highly competitive, complex and dynamic environment of the banking industry, the very slight differences which exist in financial services and products together with an increasingly demanding customer have led to a great transformation in the industry. As markets become more competitive, many companies recognize the importance of retaining current customers and some have initiated a variety of activities to improve customer loyalty. The overall objective of this study was to find out the factors influencing customer loyalty in the banking sector. The objectives of the study included: establishing how the quality of services affect customer loyalty in the banking industry, determine the challenges of keeping a customer loyal to a bank in the banking industry and finally establish the benefits that accrue from keeping the customer loyal to a bank in the banking industry. The banks included in this study were commercial banks in Mombasa City. The Descriptive survey research design was utilized in this study. Bank managers and customers from the selected banks constituted the target population. In this study, the researcher divided the banks into two groups based on the duration they have been in operation in Mombasa City. A stratified random sample was a useful blend of randomization and categorization, which enabled both quantitative and qualitative process of research to be undertaken. The research instruments that were used were the questionnaires and interviews. In this study, data was analyzed using descriptive statistical techniques which included frequencies, means, modes and percentages. Data was presented by use of frequency tables, charts and graphs. This was done using the Statistical Package for Social Science (SPSS) computer programme. Results obtained showed that quality of service plays a ritual role in influencing customer loyalty hence the need for all banks to practice courtesy all the time.