Citation:

Raju Biswas, Hanim Misbah, Nur Shuhada Mohd Kamarudin, Safeza Mohd Sapian. "Literature Analysis of Customer Loyalty in the Light of Islamic Banking on Prime Bank, Bangladesh" International Research Journal of Economics and Management Studies, Vol. 3, No. 7, pp. 102-112, 2024.

Abstract:

The primary objective of this research is to use a descriptive-analytical technique to analyse the theoretical framework of customer loyalty within the context of Prime Bank in Bangladesh. One of the prevailing issues in the Prime Bank of Bangladesh is the presence of weaknesses in terms of loyalty. This research endeavour aims to investigate the correlation between customer happiness, service quality traits, and customer loyalty within the context of Prime Bank in Bangladesh. This research used a descriptive-analytical technique to analyse a literature review of the theoretical framework of customer loyalty in Prime Bank, Bangladesh. Data will be gathered by review of the literature. The findings of this study will be a novel addition to the existing literature on customer loyalty from a Bangladeshi banking perspective. Furthermore, the study will provide Prime Bank with important recommendations that should be considered to improve service quality and hence increase customer satisfaction levels leading in turn to a higher degree of customer loyalty. Findings from the study show that businesses benefit greatly from customer loyalty, especially in highly competitive fields such as retail banking. To any organisation, loyal consumers are considered an asset because such consumers display an affinity for a given brand or organisation and engage in encouraging others. The importance of client loyalty underscores the deep impacts that loyalty has on retention, profitability, and sustained long-term development.

References:

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Keywords:

Brand Awareness, Brand Equity, Brand Trust, Customer Loyalty, Prime Bank, Bangladesh.