Abstract
This study measures the determinants of
customer loyalty in the banking sector by
analyzing variables such as customer
satisfaction, brand trust, perceived price
and service quality. Being a descriptive
study, survey method is adopted for data
collection. For data collection purpose, a
questionnaire on the 5-point Likert scale
was adopted and distributed among
customers of banks. Reliability of
instrument is determined by using
Cronbach’s Alpha. Correlation and
regression techniques are used. The
findings of the research reveal that
perceived value, service quality, customer
satisfaction, and brand trust significantly
influence customer loyalty.
Customer Loyalty, AHMAD WALEED. (2016) FACTORS AFFECTING CUSTOMER LOYALTY IN BANKING SECTOR OF PUNJAB, PAKISTAN, Paradigms , Vol 10, Issue 2 .
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