International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss


Impact of Customer Satisfaction on Customer Loyalty and Intentions to Switch: Evidence from Banking Sector of Pakistan
Faizan Mohsan, Muhammad Musarrat Nawaz, M. Sarfraz Khan, Zeeshan Shaukat, Numan Aslam

Top performing financial institutions always look into the needs and demands of their customers in order to survive and compete successfully in today’s dynamic corporate environment. That is the reason why organizational researchers from all around the globe have continuously emphasized on the importance of customer satisfaction, loyalty and retention. The current research study attempts to find the impact of customer satisfaction on customer loyalty and intentions to switch. The data were collected from 120 customers visiting the banks counters and had an account with banks serving in Pakistan. The collected data then analyzed using the Microsoft Excel and SPSS 16. The results of the study revealed that customer satisfaction was positively correlated with customer loyalty and negatively correlated with customer intentions to switch. Some recommendations for future research are also made.

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