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Drivers of Bank Loyalty among Students in Nigeria: Positing the 12-Point Student Customer Bank Loyalty Index Model

Ukenna, Stephen and Olise, Moses C. and Chibuike, Victoria and Anionwu, Carol and Igwe, Nick N. and Okoli, Ifeanyi E. (2012) Drivers of Bank Loyalty among Students in Nigeria: Positing the 12-Point Student Customer Bank Loyalty Index Model. American Journal of Business and Management, 1 (3). pp. 172-176. ISSN 2167-9606 Print/ ISSN 2167-9614 Online

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Abstract

This paper identifies key determinants of bank loyalty among student customers of banks in Nigeria. Data were collected from a sample of 423 student bank customers from 4 tertiary institutions in southeast Nigeria. Factor analysis was used to reduce 39 variables on student customer loyalty into 12 underlying factors explaining loyalty behaviour among student bank customers, which are collectively labeled 12-Point Student Customers Bank Loyalty Index Model. We recommend that banks located around University campuses should employ the model as an invaluable strategic tool for marketing strategy design, student customers’ bank loyalty assessment, and competitors’ customer loyalty analysis.

Item Type: Article
Uncontrolled Keywords: bank loyalty, student customer, 12-point student customer bank loyalty index model
Subjects: A General Works > AC Collections. Series. Collected works
A General Works > AS Academies and learned societies (General)
H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 16 Jan 2018 08:37
Last Modified: 16 Jan 2018 08:37
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/10009

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