| Summary: | This study measures brand loyalty of banking clients in South Africa. To do so, the
study employs the newly developed brand loyalty conceptual framework of Moolla
(2010) from the fast–moving consumer good industry as point of departure, and
firstly, test its applicability to banking clients, secondly, adapt the framework where
needed, and thirdly, used the adapted framework to measure the brand loyalty levels
of the banking clients.
The results show that the Moolla model could be used with minor adaptations in the
banking industry, and that the reliability as measured by Cronbach alpha coefficients
are acceptable. In measuring the brand loyalty levels, it is clear banking clients are
not very loyal, scoring low on all the brand loyalty influences except customer
satisfaction (which falls in the fair to good margin). === Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2012.
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