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dc.contributor.authorSalim, Sarel Frederiken_US
dc.descriptionThesis (M.B.A.)--North-West University, Potchefstroom Campus, 2012.
dc.description.abstractThis 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.publisherNorth-West University
dc.subjectBrand loyaltyen_US
dc.subjectLoyalty influencesen_US
dc.subjectConceptual frameworken_US
dc.subjectBanking industryen_US
dc.subjectMoolla brand loyalty frameworken_US
dc.subjectFactor analysisen_US
dc.titleAn assessment of brand loyalty of banking clientsen

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  • ETD@PUK [7487]
    This collection contains the original digitized versions of research conducted at the North-West University (Potchefstroom Campus)

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