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An assessment of brand loyalty of banking clients / Salim S.F.

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dc.contributor.author Salim, Sarel Frederik en_US
dc.date.accessioned 2012-09-10T16:13:14Z
dc.date.available 2012-09-10T16:13:14Z
dc.date.issued 2011 en_US
dc.identifier.uri http://hdl.handle.net/10394/7264
dc.description Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2012.
dc.description.abstract This study measures brand loyalty of banking clients in South Africa. To do so, the study employs the newly developed brand loyalty conceptual framework of Moolla (2010) from the fast–moving consumer good industry as point of departure, and firstly, test its applicability to banking clients, secondly, adapt the framework where needed, and thirdly, used the adapted framework to measure the brand loyalty levels of the banking clients. The results show that the Moolla model could be used with minor adaptations in the banking industry, and that the reliability as measured by Cronbach alpha coefficients are acceptable. In measuring the brand loyalty levels, it is clear banking clients are not very loyal, scoring low on all the brand loyalty influences except customer satisfaction (which falls in the fair to good margin). en_US
dc.publisher North-West University
dc.subject Brand loyalty en_US
dc.subject Loyalty influences en_US
dc.subject Conceptual framework en_US
dc.subject Banking industry en_US
dc.subject Moolla brand loyalty framework en_US
dc.subject Factor analysis en_US
dc.title An assessment of brand loyalty of banking clients / Salim S.F. en_US
dc.type Thesis en_US
dc.description.thesistype Masters en_US


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    This collection contains the original digitized versions of research conducted at the North-West University (Potchefstroom Campus)

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