DETERMINING LEVELS OF CUSTOMER LOYALTY TOWARDS COMMERCIAL BANKS AND PARTICIPATORY BANKS

Abstract

Purpose- The purpose of this paper is to determine the difference between customers of commercial banks and participatory banks with regard to levels of awareness, familiarity, image, satisfaction and loyalty. Furthermore, in research is aimed to determine the strength, direction and significance of the relationship among the study variables.

Methodology- The model developed for the purpose of the research has five dimensioons. One of the dimensions is awareness. The awareness dimension affects the image and familiarity dimensions. The second dimension of the research is familiarity. Familiarity is affected by the awareness dimension and affects the image dimension. The third dimension of the research, image, is affected by the awareness and familiarity dimensions and affects the satisfaction dimension. The fourth dimension of the research, satisfaction, is affected by the image dimension and affects the loyalty dimension. The fifth and last dimension, that of loyalty, is affected by the satisfaction dimension.

Findings- The statistical analysis revealed that when the effect level of the relationship among the variables in the research model was examined, there was found to be a significant and positive effect of awareness on familiarity, awareness on image, familiarity on image, image on satisfaction and satisfaction on loyalty. Besides, according to result of difference in means, no significant difference could be determined between customers of commercial banks and of participatory banks for the awareness, satisfaction or loyalty variables (p>0.05); however, a significant difference was found for the familiarity and image variables (p<0.05).

Conclusion- As a result of the research, it was revealed that while no statistically significant difference was found between participatory and commercial banks in terms of awareness, image, satisfaction or loyalty, a statistically significant difference was determined between the two bank types in terms of familiarity.

Keywords

• Commercial banking,participatory banking,loyalty,satisfaction,image,awareness

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