Malaysia's banking system has been liberalised, attracting a number of foreign banks to create branches in the nation, placing the local banking industry under pressure. Foreign banks including as Standard Chartered, HSBC, OCBC, and Bangkok Bank have been operating in the country for decades, despite severe limitations. In this highly competitive scene, newer banks such as Al-Rajhi Bank and Kuwait Finance House have entered. In Kota Kinabalu, Sabah, this study looked at the characteristics that influence client loyalty in foreign banks. Previous study has demonstrated that customer loyalty is a key factor in determining a bank's competitive advantage. In this study, researchers looked at customer loyalty to foreign banks in Malaysia and saw if characteristics like perceived value and trust influenced loyalty. 239 foreign bank clients in Kota Kinabalu, Sabah, completed a self-administered survey questionnaire to provide the data. According to the data, customer loyalty is above average, with a mean of 4.86 (on a seven-point Likert scale), and perceived value and confidence both have positive and significant impact on customer loyalty. The study's implications are examined, as well as suggestions for future research.
Author (s) DetailsHaslinda Hasan
Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah, Kota Kinabalu, Malaysia.
Teo Poh Kiong
Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah, Kota Kinabalu, Malaysia.
Raja Azimah Ainuddin
Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah, Kota Kinabalu, Malaysia.
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