An assessment of brand loyalty of banking clients / Salim S.F.

• Main Author: Salim, Sarel Frederik
• Published: North-West University 2012
• Subjects: Brand loyalty; Loyalty influences; Conceptual framework; Banking industry; Moolla brand loyalty framework; Factor analysis
• Online Access: http://hdl.handle.net/10394/7264

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.