Abstract:

Now a days customers are the way to get success in an organization. Satisfying the customer is ultimate goal for every organization. . All top financial institution are trying to fulfill the demands and needs of customers. The same rule for success is also applied in banking sector. This research is conducted to study the impact of service quality, customer satisfaction, loyalty programs on customer’s loyalty. A survey is conducted through questionnaire. Data is collected from 100 customers having bank accounts in Habib Bank Limited. SPSS was used to analyze the data. This research shows that service quality, customer satisfaction, loyalty programs have positive impact on customer loyalty so bank should have introduce more loyalty programs to their loyal customers to satisfy them and also provide them best service quality to retain them. Key Words: Service Quality, Customer Satisfaction, Loyalty Program, Customer Loyalty.

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