ANALYSIS OF CUSTOMER LOYALTY INFLUENCING FACTORS

Purpose - In the past few years, the term "Customer loyalty" has become a real trend in almost all business areas in which the client has an important role: banking, retail, telecommunications, manufacturing, automotive, insurance et al. Every business understands that the more customers attracts and the more existing customers retains financial results can improve, and the organization continues its work. In this context, identifying the factors that contribute to defining customer loyalty is very important. The present paper identifies the variables that contribute in defining customer loyalty within the banking system. Methodology/approach - A survey is used to identify the variables. These questionnaires were applied to bank customers in Romania. The survey questions refers to a number of variables related to loyalty from which the respondents chose one variant response. Findings - A number of variables were identified and to each of them a degree of importance depending on customer responses was granted. Research limitations/implications - The present research was limited to customers residing in Romania and to banks that develop local activities. Practical implications The questionnaires were applied to banking clients in Romania. Also there were variables identified that define loyalty internationally. Originality/value - The research is an original one, being adapted to present needs and desires of customers in relation to current technological developments.