Preliminary communication
DOES CUSTOMER SATISFACTION LEAD TO CUSTOMER LOYALTY IN BANKING SECTOR?
Hana Šuster Erjavec
; Faculty of Commercial and Business Sciences, Celje, Slovenia
Abstract
The relationship between customer satisfaction and customer loyalty has been studied in different industries across various geographical settings. Nevertheless the results of empirical studies in banking sector seem to be some hove controversial. Therefore the aim of our study was to research whether customer satisfaction affects customer loyalty in banking sector. The survey was implemented between Slovene users of banking services. Data was analyzed with SPSS.20. The results show that customer satisfaction leads to customer loyalty. Managerial implications are introduced at the end of the article as well as limitations of the study stressed in light of open questions for future research.
Keywords
customer satisfaction; customer loyalty; research; banking sector; Slovenia
Hrčak ID:
143427
URI
Publication date:
30.6.2014.
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