文章基本信息

标题：INFLUENCE OF PERCEIVED CUSTOMER VALUE, EMPLOYEE SERVICE QUALITY, BANK IMAGE AND CUSTOMER SATISFACTION ON GENERATION Y STUDENTS’ BANK LOYALTY
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作者：Ephrem Habtemichael Redda ; Marko van Deventer
期刊名称：International Journal of Business and Management Studies
电子版ISSN：1309-8047
出版年度：2017
卷号：9
期号：2
页码：1-16
出版社：Social Sciences Research Society
摘要：Retail banks are increasingly focused on maintaining a loyal customer base. Thisis because loyal customers translate into higher profits and increased marketshare. The Generation Y cohort, which comprises the youth of today, is animportant current and future banking segment and its bank loyalty could have anotable effect on the profitability of retail banks. Understanding the factors thatpositively contribute towards this cohort’s bank loyalty will aid retail banks indevising appropriate marketing strategies for effectively targeting this market andmaintaining their loyalty. As such, the purpose of this study was to determine theinfluence of perceived customer value, employee service quality, bank image andcustomer satisfaction on Generation Y students’ bank loyalty in a South Africancontext. The study followed a descriptive research design and a quantitativeresearch approach. A self-administered questionnaire was used to collect datafrom a convenience sample of 271 banking students registered at two publicuniversity campuses in Gauteng, South Africa. The collected data were analysedusing descriptive statistics, reliability measures, correlation analysis andmultivariate regression analysis. The study’s findings suggest that South AfricanGeneration Y students’ perceived customer value, bank image and customersatisfaction has a statistically significant positive influence on their bank loyalty.However, their perceived bank employee service quality has a positive yet nonsignificantinfluence on their bank loyalty..
关键词：Generation Y students; customer value; employee service quality;bank image; customer satisfaction; bank loyalty; South Africa