Determinants of Customer Loyalty in Select Public and Private Banks

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1 Determinants of Loyalty in Select Public and Private Banks Dr. K. Sunanda (Associate Professor) Abstract: Traditional practices of marketing are shifting from Product -centric marketing to customer centric marketing that is from single transaction to long term relationship building. The study aims to analyze the determinant factors which influence customer loyalty in the Banks. It is also aimed to understand the level of customer loyalty in banking sector in India. The research methodology designed for this study is descriptive analytical in nature. To elicit customer s attitude, questionnaires are designed and data was collected from sample respondents. Service quality, satisfaction, trust and switching cost are the factors which influence the loyalty of the customers are taken for study. Statistical tools such as Pearson correlation, Chi-square independence analysis and Regression analysis were used to examine the relationship between selected dependent and independent variables using SPSS 20.The results of the study indicate that the determinants of customer loyalty. i.e., Service quality perception, customer satisfaction, customer trust, and switching cost have direct and positive relationship to customer loyalty. Keywords: loyalty, service quality, trust, customer satisfaction, switching cost, banks I. INTRODUCTION Traditional role of marketing has been to win customers there was no emphasis on retaining customers. Service firms lose their customers mainly through poor service. loyalty can be defined as the adherence of customers to a company. Even if businesses make mistakes, loyal customers will not leave. Business dictionary defines customer as A party that receives or consumes a products (goods or services) and has the ability to choose between different products and suppliers. There are three groups of customers 1. Existing customers 2. Former customers 3. Potential customers Existing customers: Consists of customers who have purchased or otherwise used the products or services, typically within a designated period of time. The time frame is short. Existing customers are customers who are from last three months. These customers represent the best market for future. Former customer: This group consists of those who have formerly had relations with the company typically through a previous purchase. The customer does no longer exist as he has not purchased or used the services within certain time frame. Potential customers: Potential customer is a customer who can become the buyer of a company s product or services. These customers are very important in marketing because they tell the company about its product/services demand. Company s efforts need to attract potential customers and develop strategies in order to make existing customers loyal. Loyal customers demonstrate their loyalty through certain behaviors that benefit the organization.the problem of customer loyalty is important to investigate in the context of the banking industry because there are rather few empirical evidences II. REVIEW OF LITERATURE The term customer loyalty was widely researched in 1990 s but considerably fewer investigations were conducted in later periods. However, the present business environment is characterised by the increase in rivalry and globalisation (Cahill, 2007:6) Kincaid (2003:10) defines customer loyalty as a consumer behaviour, built on positive experience and value, which leads to buying products, even when that may not appear to be the most rational decision (Kincaid, 2003:10). loyalty is unique sort of client attitude towards the association. It is somewhat future forecast about the intentions of the client to work with the firm (Zeithaml, Berry, & Parasuraman, 1996) Furthermore, the concept was later divided in to behaviouristic and neo-behaviouristic dimensions where the latter is more focused on the underlying causes of customer loyalty and attitudes of consumers (Peppers and Rogers, 2004:57). So, in the investigation of customer loyalty, it is valid to explore two fields: the behaviour of consumers and their intentions (Schweizer, 2008:8). Page 47

2 Stone et al. (2000: 12) argued that consumer loyalty is also dependent on a number of customer related factors, i.e. how customers perceive the business rather than what the business really does. For this reason it will be investigated whether consumer loyalty to banks is dependent upon the customers age, gender and type of occupation. Oliver (1999) defines loyalty as even though the environment has changed and even though the sales efforts of competitors have latent influences on consumer variety seeking behaviour, the customer still as a high degree of commitment to purchase or consume their preferred products and services that because the repeated purchases for one brand or one group of brands. loyalty in today s era has been a real concern to experts because of extreme competition and high consumer desires. loyalty is viewed as a basic connection and desire to organizational achievement, business performance and profit (Oliver, 1997; Reichheld, 1993; Sheth and Parvatiyar, 1995). The customers that demonstrate the best levels of dedication at the item, or administration action, have a tendency to repurchase all the more frequently, and spend more cash. In this manner, loyal customers don't just build the estimation of the business; additionally empower business to keep up expenses lower than those connected with connected new clients (Barroso and Martin, 1999). Additionally, devotion as opposed to satisfaction is turning into the most obvious key objective in today's focused business environment (Oliver, 1999). Mohamed and Sagadevan (2008) and Roger et al., (2011) the benefit of loyal customers for the company as: 1. Loyal customer should cost the least to service because they are not sensitive to competitive pressures 2. They encourage others to choose the organization product/services over the competition saving the substantial cost of acquiring new customers 3. They increase public support and positive interest from investors, suppliers, future employees, the media and even regulatory bodies. 4. They give large share of business to companies which increase overall revenue and the recognition that comes with success. loyalty is defined as the mindset of the customers who hold favorable attitudes toward a company commit to repurchase the company s product/services and recommended the product/service to others (Pearson, 1996) Dick and Basu (1994) provide a key contribution to the loyalty measurement literature by focusing their research on the relative attitude of consumers (the degree to which the consumer s evaluation of one alternative brand dominates over another), and the moderators of the relative attitude to repeat-patronage (based on social norms and situational factors). Thus, the authors conceptualize brand loyalty as the relationship between the relative attitude toward an entity (brand/service/store/vendor) and patronage behavior, true loyalty only existing when repeat patronage coexists with high relative attitude. As an interaction of attitude and behavior, loyalty is determined by the strength of the relationship between relative attitude and repeat patronage. Moreover, within the established customer loyalty framework, Dick and Basu (1994) identify four categories of loyalty: sustainable loyalty (when there is a favorable correspondence between relative attitude and repeat patronage), latent loyalty (a high relative attitude, with low repeat patronage), spurious loyalty (a low relative attitude accompanied by high repeat patronage), and no loyalty. According to Duffy (1998) in the modern business environment there is a trend towards loyalty marketing. Most of the companies are studying, evaluating or implementing loyalty aimed at cultivating strong relationships with their best customers. Company loyalty can be divided into two dimensions: 1. Behavioral and 2.Attitudinal. Behavioral loyalty is repeated transactions and attitudinal loyalty is often defined as both positive affect towards the relationship continuance, and the desire to continue to remain in the relationship. (Ball, et. al., 2004) Salegna and Goodwin (2005) propose a service loyalty measurement model in which loyalty is determined by antecedents such as customer satisfaction, brand trust, relationship involvement, and emotional commitment. Moreover, the model implies that customer satisfaction, in its own turn, is also a dimension with several antecedents such as: service quality, service value and affect, service value mediating the relationship between service quality and cognitive satisfaction, while psychological impressions/feelings (or affect) mediating the relationship between service quality and affective satisfaction. loyalty has been a real concern in banking to professionals because of serious rivalry and higher client expectations. loyalty is viewed as a key connection and desire to hierarchical achievement, benefit and business execution (Oliver, 1997; Reichheld, 1993; Sheth and Parvatiyar, 1995). Determinants of Loyalty in Banks Satisfaction In banks, the clients get some information about the level of the services and choose about the absence of importance given to them and choose about repurchase behavior in the wake of utilizing the services. Also In banking sector, the premium rates on loans & charges on the use of online services, for example, processing fee & ATM machines is a real bone of discord between the bank and its clients. If customers are satisfied, then Page 48

3 loyalty infuses naturally and the current stays with the current service providers for a time (Giese & Cote, 2000). The discoveries of consumer loyalty on profitability propose that benefit is subject to satisfaction which implies that achievable increments in satisfaction could significantly enhance profitability (Hallowell, 1996) According to previous researches that to improve the loyalty; customer satisfaction assumes a major part and is the most imperative driver (Sondoh et al., 2007). It also shows that if the customers are satisfied then customer s loyalty automatically increased and henceforth customer s intention to switch banks will diminish (Hoq et al., 2010) Trust Trust is a level of some one s confidence in another party s competence and his performance based on predictable ethical principles (Errol et al., 2005). It is defined as the willingness to rely on an exchange partner in whom one has confidence (Moorman et al. 1993) or confidence in an exchange partner s reliability and integrity (Morgan & Hunt 2004). Chaudhuri & Holbrook (2002) define brand trust as the customer s willingness to rely on the ability of the brand to perform its stated function. Liang and Wang (2006) states in this context that trust is the perceived level of confidence in transaction partners reliability and honesty. Morgan & Hunt (1994) additionally recommend that brand trust prompts brand loyalty and commitment in fact trust makes trade connections that are highly valued. So as to build the levels of trust, organizations must spotlight on keeping guarantees to their clients and reliably convey their best enthusiasm at heart (Hocutt, 1998). According to Morgan and Hunt (1994), connections can be seen as a series of transactions that encourage a consciousness of an imparted relationship through commitment and trust. High trust and commitment thusly are identified with larger amounts of client retention, and that brings about higher firms profitability. According to Thomas (2009: 346) trust as "a hope of positive results, results that one can get focused around the normal activity of another party". A key viewpoint that is reflected in this meaning of trust is validity. Credibility influences the long run introduction of a client by decreasing the view of risk associated with opportunistic attitude by the firm. Particularly, trust lessens uncertainty in an environment where clients feel powerless in light of the fact that they know they can depend on the trusted association (Aydin & Ozer 2005: 146) Service Quality Service quality can be characterized just by consumers and that it happens when a service association gives benefit that fulfills the consumer's needs (Metters et al., 2003). Basically service quality is characterized as the satisfaction of client expectations. Service quality is a complex build which has multi-aspect attributes or multi-measurements. To confirm the determinants of service quality, an extensive number of explores have been accounted for amid the last twenty five years (Lee, 2010a). Specifically, Gronroos s (1984) two-dimensional model can be described as follows: 1) technical quality is what a customer receives, and 2) functional quality is how a service is provided or delivered. Quality is defined as a relation between customer s desires and performance. Service quality incorporates solace, variety in packages; friendliness gave by service suppliers to their clients. Also, other theoretical and observational studies recommend that service equal is contained service environment, service product & service delivery (Rust and Oliver, 1994) or outcome quality, physical environment quality & interaction quality (Brady and Cronin, 2001; Lee, 2011). Objectives of the study 1. To assess the association of demographic factors and customer loyalty. 2. To examine the relationship between service quality on customer satisfaction, customer trust, switching cost and customer loyalty in banking sector 3. To analyze the influence of service quality on customer satisfaction and customer satisfaction between service quality and customer loyalty relationships. 4. To examine the level of customer loyalty in public and private banks. Hypotheses According to the background of the study and review of literature the following hypotheses were set to test statistically by the objectives of the study. HO1: There is no significant relationship between service quality and customer satisfaction in banks. HO2: There is no significant relationship between customer satisfaction and customer loyalty in banks HO3: There is no significant relationship between service quality and customer loyalty in banks Ho4: There is no significant relationship between customer trust and customer loyalty in banks HO5: There is no significant relationship between switching cost and customer loyalty in banks Limitation of the Study 1. The study is being delimited on examining the major antecedents of customer loyalty while other factors directly or indirectly could influence customer loyalty are excluded. 2. The findings of the study depend purely on the responses given by the sample respondents. Page 49

4 Theoretical Framework of the Study Drawing from the literature review the following hypothesis is developed.the theoretical model guiding the investigation is depicted in figure below The Conceptual Model Trust satisfaction loyalty Service Quality III. RESEARCH METHODOLOGY Data collection The sources of data are both Primary and secondary sources.primary sources of data are structure questionnaire which distributed to respondents and collected. Secondary sources are Books, journals, previous research works, Reports (Annual reports, quarterly reports). Questionnaire Design Questionnaire consists of questions related to variables of study.i.e. 1. Service quality, 2. satisfaction, 3. trust, and 4. loyalty. 1. Service quality Measures Dimensions 1.Tangible 2.Reliability 3.Responsiveness 4.Assurance 2. loyalty measures 5Empathy Dimensions Word of mouth Cross-selling 3. Retention The questionnaire consists of 10 questions on service quality, 10 questions on satisfaction, 5 on customer trust and 5 on customer loyalty. The respondents were requested to indicate their level of agreement or disagreement with different statements on a five point scale where 1=strongly disagree and 5= strongly disagree. Study population This study investigates determinants of customer loyalty in banking sector.hence the study population are the customers of banks using their services. Six banks are taken for study of which three are public and three are private banks. 250 respondents from public and 250 from private banks. Page 50

5 Sampling Method Sampling method taken for study are simple random stratified sampling as probability sampling was appropriate rather than non- probability sampling. The respondents are heterogeneous hence sample is stratified. Sample Size For sample size estimation n = (Zs /0.05)/2 n= the sample size required Z = represents the Z score from the standard normal distribution for confidence level desired by the researcher. In this case a 95% confidence level is taken which is equivalent to z score of 1.96 s = represents the population standard deviation for the variable e = is tolerable error in estimating the variable. Reliability Analysis of the Variables Cronbach s alpha test is used for testing the reliability.the table below shows reliability statistics Variables Cronbach s alpha Service quality perception.775 satisfaction.791 trust.702 Switching cost.751 loyalty.850 Reliability Checking For the Entire Items Cronbach s alpha Number of Items Cronbach s alpha is found to be.939 which is greater than.70. This means that 89.6% of variance of the score can be considered as internal consistency score. The alpha values of the variables exceed the value.70 it is considered that questionnaire has high consistency. Characteristics of the Data Data: Interval Sample: Two samples, Private and public bank customer Purpose of Analysis Test for association / relationships Testing for comparisons of loyalty between public and private banks The variables are Independent variables: Service quality, customer satisfaction, trust and switching cost Dependent Variables: loyalty Statistical Treatment Statistics associated with summarization of the data Central tendency: Mean, median, mode Measure of Variability: Standard deviation, Variance, Percentile Test for relationship between two variables Bi variate Pearson correlation and chi-squared independence statistics are employed For associative relationship between IDVs and DV: Linear regression is used to explain the variation in the level of loyalty (DV) based on the variation over the independent variables: Service quality, customer satisfaction, customer trust and switching cost. The multiple regression equation becomes Y = a + b1x1+b2x2+ b3x3+b4x4 where Y= the value of dependent variable (customer loyalty), a = is the constant or intercept b1= is the slope, regression coefficient (beta coefficient) for x1 x1= First independent variable that is explaining the variance in y b2= is the slope, regression coefficient (beta coefficient) for x2 x2= Second independent variable that is explaining the variance in y b3= is the slope, regression coefficient (beta coefficient) for x3 x3= Second independent variable that is explaining the variance in y b4= is the slope, regression coefficient (beta coefficient) for x4 x4= Second independent variable that is explaining the variance in y Data analysis an Table 1: Respondent s gender-wise distribution Gender No. of respondents Percent Male Page 51

6 Female Total 100 As it is presented in the above table the respondents had relatively major portion of males (70%) as compared to female (30%).The proportion of males and females in accordance with present participation. Table 2: Respondent s age-wise distribution Age No. of Percent respondents Below 25 years years years years above Total 100 The above table exhibits that customers are mostly in the age group of 45-64which is 48.7%. 38.1% of respondents are of years. 65 years and above age group are 12.4% and.8 % are of below 25 years. Table 3: Respondent s marital status Marital status No. of respondents Percent Unmarried Married Total 100 The above table shows that most of the respondents are Married (60%) while married are (40%). Table 4: Respondent s occupation wise distribution Occupation No. of respondents Percent Business Salary class Others Total 100 As the above table presents most of the respondents (46.6%) are from business group while (43.6%) who are working in public and private organizations are from salary group. In others group is those who are: house wives, students, unemployed etc. comprises (9.8%). Table 5: Respondent s monthly income wise distribution Income No. of respondents Percent Less than or above Total 100 The above table exhibits majority of the respondents earning is more than 10 followed by is (32.5%).Respondents with are of 13.9% whereas less than 0 income group are 8.8%. Table 6: Correlation matrix among variables (Alpha.01) Service quality correlation Perception sig(2- tailed) N Service quality 1 satisfaction.765 trust.751** Switching cost.732** loyalty. 802** satisfaction correlation sig(2-tailed) N 1.724**.769**.823** Trust correlation sig(2-tailed) N 1.718**.818** Page 52

7 Switching Cost Loyalty correlation sig(2-tailed) N correlation sig(2-tailed) N 1.889** 1 The correlation matrix in the above table reports that service quality perception has been found to be significantly and positively correlated with customer satisfaction (r=.765, p<.01), that is satisfaction is higher when service quality with regard to the sector is more favorable. Hence, the relationship between service quality and customer satisfaction is significantly and null hypothesis is rejected.besides this service quality is significantly and positively correlated with customer trust(r=.751, p<.01). That is, customer trust will be higher when service quality with regard to the sector is more favorable. Service quality is positively and significantly correlated with customer loyalty(r=.802, p <.01). There is significant, positive and strong relationship between service quality perception and customer loyalty. So, Null hypothesis is rejected. satisfaction is found to be significantly and positive correlated with customer trust (r=.724, p <.01). That is customer trust is higher when the customer is more satisfied. In addition customer satisfaction is significantly and positively correlated with switching cost (r=.823, p <.01). trust is found to be significantly and positively correlated with switching cost (r=.718,p<.01). The relationship between customer trust and switching cost is positive, strong and significant. The Influence of Determinant Factors on Loyalty 1. The influence of quality of service on customer loyalty Service quality dimensions are measured based on five dimensions they are tangibles, reliability, responsiveness, assurance and empathy. Mean, standard deviation and F-test analysis are calculated to test the variations. Table 7: Respondent s perception on service quality and customer loyalty Dimensions Mean Standard deviation F Sig Tangible Reliability Responsiveness Assurance Empathy Tangible The mean score for tangible dimensions is 3.2 while standard deviation is The value of F- statistics suggests that such variation in their mean score is statistically significant. This means service quality of tangible dimension and customer loyalty are related to each other. This means service quality of tangible dimensions and customer loyalty are related to each other. In this volatile environment where competition is fierce companies need to use latest technology to attract and retain existing customers. s need information related to payment policies Reliability Mean score is 3.8 (SD=.6023).The F-value = 86.4, p<.05 which implies that reliability and customer loyalty are not independent. Responsiveness Mean score is 3.6 (SD=.7223).The F-value = 91.1, p<.05 which suggests that responsiveness and customer loyalty is significant. Assurance The F-value = 70.9, p<.05 which suggests that the relationship between assurance and customer loyalty is significant. Empathy The F-value = 27.3, p<.05 which suggests that the relationship between empathy and customer loyalty is significant. 2. Influence Of Perceived Satisfaction On Loyalty Table 8: Respondent s perceived satisfaction and customer loyalty Perceived Mean Std. dev F Sig satisfaction dimensions Page 53

8 Satisfaction in service Satisfaction in interaction Satisfaction in treatment Overall satisfaction The F values suggest that IDV (customer satisfaction dimensions) are statistically significant. This means there is relationship between customer satisfaction dimensions and customer loyalty. 3. The Influence Of Perceived Trust On Loyalty Table 9: s response of their trust on employees and bank Dimensions of Mean Std. dev F Sig trust s trust on bank trust on bank policies The F test values (384.47, 499, p<.05 and 32.62, p<.05) respectively, suggests that the relationship between customer trust and customer loyalty is significant. 4. THE INFLUENCE OF PERCEIVED SWITCHING COST ON CUSTOMER LOYALTY Table 10: Respondent s perceive response related to switching cost Dimension Mean Std. dev F Sig Switching cost Switching cost is customer s perception of cost, time, and efforts if they shift to other.the F value (335.06, 499) p<.05 suggests that there is relationship between switching cost and customer loyalty and it is significant. 5. Respondent s Perception Towards Their Loyalty For Services Of Banks Table 11: Respondents perceived loyalty response Loyalty dimensions Respondent s perception responses low Medium High Recommending to others 108(21.6%) 72(14.5%) 319.(63.9%) Cross-selling 68(13.7%) 21(4.3%) 410(82%) Commitment to stay 73(14.7%) 91(18.1%) 336(67.2%) Most of the respondents favored cross selling while (13.7%) were not interested in services provided by bank organizations. On other hand most of the respondents (67.2%) believe to continue with the present services provided. 63.9% of respondents were interested in recommending to others about the services in banks. REGRESSION ANALYSIS FOR TESTING THE HYPOTHESIS Hypothesis testing of the effects of variables on customer loyalty H03: There is no significant relationship between satisfaction and customer loyalty H04: There is no significant relationship between customer trust and customer loyalty The hypothesis testing was carried at 95% confidence level two tailed.it was performed to know if determinant variables effect customer loyalty(i.e., behavioral loyalty plus attitudinal loyalty).regression analysis was employed to assess the relationship between determinant variables (IVs) and loyalty (DV) Table 12 Model summary table Variables Mean Std. dev R R Square Adjusted R2 Standard error of the estimate loyalty Page 54 Sample size

9 Service quality perception satisfaction trust Switching cost As per the above table the variable means are found to be above average. On a five point scale, the mean scores of switching cost is 3.76(SD=.6647) indicate that the influencing power of switching cost is quite high. The mean score of service quality perception is 3.72(SD=.4928) is quite high. The mean score of customer loyalty is 3.45(SD=.7318) it apparently seems that customer are very loyal to the service provider. The mean score of customer satisfaction is 3.383(SD=.625). This means customer perception on satisfaction of bank services is high. Table 13: ANOVA Results of the model fit Model Sum of squares df Mean squares F Sig Regression Residual Total Predicators: Service quality, satisfaction, customer trust &Switching cost As it can be seen from the above table the regression row display information about the variation accounted for the model.the regression sum of square is greater than residual sum of squares. The significance value of F-statistics, F= 1.803, p- value is less than.05, which means the variations explained by the model applied is significantly good enough in predicting the dependent variable. Table 14: The coefficient table (rate of change) Model Unstandardized Standardized coefficients coefficients t B Std. error Beta Sig Constant Service quality perception Loyalty Satisfaction Trust Switching cost Dependent variable: loyalty From the above table we can get the regression equation as Y = a + b1x1+b2x2+ b3x3+b4x4 Y = x x x x4 The estimate of regression weights shows when service quality perception goes up by 1, customer loyalty goes up by with standard error of about.016. The regression weight for service quality perception in the prediction of customer loyalty is significantly different from zero at the.001 level (two-tailed). The estimate of regression weight also denotes when customer satisfaction goes up by 1, customer loyalty goes up by When customer trust goes up by 1 customer loyalty goes up by When switching cost goes up by 1, customer loyalty goes up by Switching cost (.531) has the greatest effect on the customer loyalty. IV. FINDINGS AND SUGGESTIONS The demographic characteristics of the respondents under the study show that the sample was dominated by those respondents who are in the age group of yrs (48.7 %) and male respondents of 70%. Majority of the respondents are married (80.7%). Majority of the respondents were in the income group of >101 middle (45.5 %) and belonged to business category (46.6%). The association of demographic factors and customer loyalty was tested and the results show that demographic variables and customer loyalty are significantly related so that null hypothesis is rejected. The demographic factors influence customer loyalty in insurance sector. Pearson correlation analysis test of: Service quality perception, customer satisfaction, customer trust, switching cost and customer loyalty show that each variable is correlated to the other positively and significantly. Page 55

10 From the regression analysis we got that there exist a direct relationship between satisfaction and loyalty. The more the customer satisfied the more they become loyal. Further there is direct relationship between Service quality, Trust and switching cost to loyalty i.e., if they increase by 1 unit customer loyalty also increases. V. CONCLUSION The study was aiming to investigate the influencing factors of customer loyalty. Service quality perception, customer satisfaction, customer trust, switching cost plays a vital role in influencing customer loyalty in banks. It is important to focus on these dimensions and make efforts to create satisfaction among customers. They need to develop a systematic assessment programs to monitor service quality, customer satisfaction, and customer trust overtime. Employees should be kept informed of results and be encouraged to take part in figuring out an effective resolution strategy. VI. REFERENCES [1] Baumann, C., Elliott, G. and Hamin, H. (2011) Modelling customer loyalty in financial services: A hybrid of formative and reflective constructs, International Journal of Bank Marketing, Vol. 29, Issue 3, pp [2] Bryman, A. and Bell, E. (2008) Business research methods, 2nd ed., Oxford: Oxford University Press. [3] Cahill, D. (2007) loyalty in third party logistics relationships: findings from studies in Germany and the USA, New York: Springer. [4] Chung, J., Huang, Y., Jin, B. and Sternquist, B. (2011) The impact of market orientation on Chinese retailers' channel relationships, Journal of Business & Industrial Marketing, Vol. 26, Issue 1, pp [5] Dick, A. & Basu, K. (1994). Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), [6] Jacoby, J. (1971). A Model of Multi-Brand Loyalty. Journal of Advertising Research, 11(3), Javalgi, R.G. & Moberg, C.R. (1997). Service loyalty: implications for service providers. The Journal of Services Marketing, 11(3), [7] Salegna, G.J. & Goodwin, S.A. (2005). Consumer loyalty to service providers. An integrated conceptual model, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 18(1), [8] McMullan, R., & Gilmore, A. (2008). loyalty: an empirical study. European Journal of Marketing, 42(9/10), Mellens, M., Dekimpe, M., & Steenkamp, J. (1996). [9] A Review of Brand-Loyalty Measures in Marketing. Tijdschrift voor Econoniie en Management, 41(4), [10] Söderlund, M. (2006). Measuring customer loyalty with multi-item scales: a case for caution. International Journal of Service Industry Management, 17(1), [11] Wulf, K. D., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in consumer relationships: a cross-country and crossindustry exploration. Journal of marketing, 65(4), Page 56