Abstract:

The purpose of this research is to reveal essential factors that have influences on customer loyalty directly in Albanian retail banking context. In order to bring out essential factors, we have developed a questionnaire and 410 people participated in the survey. Five different factors have been described to analyze their directly impacts on customer loyalty such as Service, Security, Relationship, Reliability and Staff. The significant relations of each factor with customer loyalty have been analyzed by conducting confirmatory factor analysis. Obtained results indicate that only ‘relationship’ and ‘staff’ factors have a direct impact on customer loyalty. Determination of the essential factors on customer loyalty in banking sector will be helpful to bank managers to define priorities in order to enhance customer satisfaction and loyalty.

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