TY  - JOUR
T1  - INFLUENCE OF PERCEIVED CUSTOMER VALUE, EMPLOYEE SERVICE QUALITY, BANK IMAGE AND CUSTOMER SATISFACTION ON GENERATION Y STUDENTS’ BANK LOYALTY
AU  - Redda, Ephrem Habtemichael
AU  - Deventer, Marko Van
PY  - 2017
DA  - June
JF  - International Journal of Business and Management Studies
JO  - IJBMS
PB  - Sosyal Bilimler Araştırmaları Derneği
WT  - DergiPark
SN  - 1309-8047
SP  - 1
EP  - 16
VL  - 9
IS  - 2
LA  - en
AB  - Retail banks are increasingly focused on maintaining a loyal customer base. This   is because loyal customers translate into higher profits and increased market   share. The Generation Y cohort, which comprises the youth of today, is an   important current and future banking segment and its bank loyalty could have a   notable effect on the profitability of retail banks. Understanding the factors that   positively contribute towards this cohort’s bank loyalty will aid retail banks in   devising appropriate marketing strategies for effectively targeting this market and   maintaining their loyalty. As such, the purpose of this study was to determine the   influence of perceived customer value, employee service quality, bank image and   customer satisfaction on Generation Y students’ bank loyalty in a South African   context. The study followed a descriptive research design and a quantitative   research approach. A self-administered questionnaire was used to collect data   from a convenience sample of 271 banking students registered at two public   university campuses in Gauteng, South Africa. The collected data were analysed   using descriptive statistics, reliability measures, correlation analysis and   multivariate regression analysis. The study’s findings suggest that South African   Generation Y students’ perceived customer value, bank image and customer   satisfaction has a statistically significant positive influence on their bank loyalty.   However, their perceived bank employee service quality has a positive yet nonsignificant   influence on their bank loyalty
KW  - Generation Y students
KW  - customer value
KW  - employee service quality
KW  - bank image
KW  - customer satisfaction
KW  - bank loyalty
KW  - South Africa
UR  - https://dergipark.org.tr/en/pub/ijbms/article/405213
L1  - https://dergipark.org.tr/en/download/article-file/440210
ER  -