Primary Bank As A Measure Of Brand Loyalty: An Empirical Study In Indian Retail Banking Context | Dhananjay Bapat

Creating customer loyalty is a key objective for bank marketers. Various studies in the past have explored customer loyalty for financial services. The present study considers primary bank as a measure for determining loyalty. Based on the responses from 151 customers in three different bank brands, the study attempts to find the relationship between primary bank and demographic variables. The results did not find significant relationship between primary bank and various demographic variables. Using non-parametric Mann Whitney U test, the study found significant differences between primary and non- primary customers in terms of technology, salary/pension account and long term dealings. Factors analysis was used to classify customer loyalty factors which were identified as softer dimension, rates, technological solutions and position.