Customer Loyalty Towards Prime Bank Ltd. in Chittagong, Bangladesh : Factors Affecting Customer Loyalty

Customer loyalty is one of the most important elements for every organization.This research is conducted regarding the Customer Loyalty in Prime Bank Ltd. of Bangladesh. This study is focused on a particular bank in Chittagong city of Bangladesh to investigate the customer loyalty towards the bank. The main aim of this study is to identify the most important drivers of customer loyalty in the retail banking settings in Bangladesh. The study also sought to identify the interrelationships between service quality, customer satisfaction, corporate image, personalization of service/product and customer loyalty in the retail banking sector in Bangladesh. The results reveal that perceived service quality have the most positive relationship with customer loyalty in this research. The result also found that independent variable corporate image has the least positive relationship with customer loyalty. The findings about respondent's age category indicated that most of the respondents were aged between 21-30 years old.