Factors Influencing Customer Loyalty Essay

The financial services and banking facilities industry has seen a growing intensity of competition within the market place everywhere the last decade. A bank is a financial intermediary that accepts deposits and transmit those deposits into lending activities, either directly or finished capital markets. A bank connects clients with capital deficits to guests with capital surpluses. Banking is generally a highly correct industry, and goernment restrictions on financial activities by banks hit varied over time and location.Today, CIMB serves close to seven million customers in over 600 locations through over 36,000 staff. Nowadays, financial services and banking facilities has force to pass by discriminating competition by other bank that growth from inside as well outside this country because of the regulation for financial institution to establish was deregulation by regimen, and causing the adding in growth of the bank in Malaysia. Thus, race also have various banks to ch oose and directly give the uncollectible impact to manager of bank to search the way to enhance the truth of flow roll customer from switching to other bank.They atomic number 18 some strategies that have been attempted by managers of the banks to retain customers in order to increase customer loyalty. It is costly than to attract new customer compared to retain the current customers. Thus, many banks have introduced innovative products and services (Alam and Khokhar, 2006) in order to retain current customers. Another strategy is to understand the factors influencing customer loyalty. Figure 1 interpret profit of Agrobank Seri Iskandar branch in April 2009 until April 2010 1. 2. Background of the organization Agrobank is an institution which set ups holistic financial services and banking facilities.It give their utmost priority to the needs of their customers by providing attractive products and services such as savings activities, banking services, loan facilities, indem nification coverage and advisory services. Agrobank is a Government-linked-Company (GLC) under the Minister of Finance incorporate (MFI). The banks financing of the agricultural sector is driven by a policy set forth by the Ministry of Agriculture and Agro-based Industries. Agrobank is a continuity of the former Bank Pertanian Malaysia which has 40 years of experience in agricultural banking and an excellent track record in shaping and developing successful entrepreneurs.With a wide network of branches throughout Malaysia, they are convinced(p) of providing the best services to all. The rebranding of Bank Pertanian Malaysia to Agro Bank was done on 8 April 2008. The move is taken as an initiative to make the bank much competitive by fostering a fresher outlook, and enable it to provide a broader range of services to the market and cater the whole division of the agriculture industry. An external consultant was deployed to carry out the public sex act (PR) and rebranding exerci se for Agrobank, penetrate the market and create awareness among the public.The solutions include Agrobanking, business sector Banking, and Personal Banking. 1. 3. 1 Agrobanking Loan facility / financing offered under Agrobanking are open to agropreneurs clients carry out primary agricultural activities such as fisheries, forestry, livestock and any other related agro-based industry. Financing utilizing fund from the government and related agencies which is offered at a very competitive and special rate to help stimulate economic growth. This includes i. Fund for Food (3F loan) ii. plane Kredit Pengeluaran Makanan (SKPM) iii. Skim Kredit Padi (SKP) iv.The researcher was interested in predicting what the factors influencing customer loyalty toward AgroBank Seri Iskandar. Variables such as satisfaction, switching cost, trust and commitment might all contri alonee towards customer loyalty. When using multiple fixations in psychology, researchers use the term free-living variable q uantitys to order those variables that they think will influence some other dependent variable. Thus, in as an example above, satisfaction, switching cost, trust and commitment would appear as significant predictor variables, which allow researcher to estimate the bill variable.As have pointed out before, human behavior is inherently whirring and therefore it is not possible to produce totally accurate predictions, but multiple regressions allows researcher to identify a set of predictor variables which together provide a useful estimate of a participants likely score on a criterion variable. Multiple regression analysis is done to examine the simultaneous effect of several independent variables on dependent variables. Multiple regression analysis can be used in order to determine whether the independent variables explain a significant variation in the dependent variable which is whether a birth exists.