Article | Open Access | Published: 2 December 2014
Impact of Customer Based Brand Equity (CBBE) on Customer Retention: A Comparative Study of Government, Private and Foreign Banks of Lahore, Pakistan
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Abstract:
This paper has drawn attention to study the customer-based brand equity in the service sector especially in the banking sector of Pakistan. The rationale of this study is to explore any relationship between different dimensions of CBBE and customer retention. This study has been conducted in Lahore. A convenience sample of 300 respondents has been used for data collection. The results have been established by using quantitative and qualitative techniques. The survey method was adopted to collect quantitative data through questionnaires and interviews have been conducted to collect the qualitative data through audio-recorded interviews. SPSS has been utilized for quantitative data analysis and NVivo 10 has been used for qualitative data analysis. The study found that perceived quality and organizational association have a significant positive relationship with customer retention. Further, this study has determined the difference in CBBE among foreign, private, and government banks and found the CBBE is highest in foreign banks. The findings of the study are beneficial for the Government, Private, and Foreign Banks to retain their customers through consumer-based brand equity.
Keywords:
Perceived Quality, Brand Image, Brand Association, Brand loyalty and Customer Retention.
Publisher:
ILMA UNIVERSITY
Published:
2 December 2014
E-ISSN:
2409-6520
P-ISSN:
2414-8393
This is an open access article distributed under the terms of the Creative Commons Attribution CC BY 4.0 license, which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited.