| Título: | Drivers of Bank Loyalty among Students in Nigeria: Positing the 12-Point Student Customer Bank Loyalty Index Model |
| Autores: |
Ukenna, Steve; Godrey Okoye University Olise, Moses C.; Department of Marketing, Nnamdi Azikiwe University, Anambra, Nigeria Chibuike, Victoria C.; Department of Technology and Vocational Education, Enugu State University of Science and Technology, Enugu, Nigeria Anionwu, Carol; Department of Business Management, Cross River University of Technology, Cross River State, Nigeria Igwe, Nick N.; Department of Business Management, Godfrey Okoye University, Enugu, Nigeria Okoli, Ifeanyi E.; Madonna University, Okija, Anambra State, Nigeria |
| Fecha: | 2012-09-01 |
| Publicador: | American Journal of Business and Management |
| Fuente: |
 |
| Tipo: | Peer-reviewed Article |
| Tema: |
Marketing, Banking bank loyalty, student customer, 12-point student customer bank loyalty index model Bank Loyalty |
| Descripción: | This paper identifies key determinants of bank loyalty among student customers of banks in Nigeria. Data were collected from a sample of 423 student bank customers from 4 tertiary institutions in southeast Nigeria. Factor analysis was used to reduce 39 variables on student customer loyalty into 12 underlying factors explaining loyalty behaviour among student bank customers, which are collectively labeled 12-Point Student Customers Bank Loyalty Index Model. We recommend that banks located around University campuses should employ the model as an invaluable strategic tool for marketing strategy design, student customers’ bank loyalty assessment, and competitors’ customer loyalty analysis. |
| Idioma: | Inglés |
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