Factors That Enhances Customer Loyalty towards Banking Industry

The purpose of this research is to focus on establishing and identifying the importance of having customer loyalty in the organisation. As markets become more and more competitive, many companies are seeking ways on how to retain customers. Loyalty customers are considered as an important network for the organizations in getting new customers. Existing customers help the organizations to promote their product and services through word of mouth advertising and portray companies' performance such as customer satisfaction, service quality, trust, image and communication. Therefore, this research is focusing on the factors that can enhance customer loyalty in banking industry and how to retain existing customer. Data were collected through web-based questionnaires. Questionnaires were distributed to the students in Faculty of Business and Law, Multimedia University who had undergone their internship.