DETERMINANT FACTORS ON BRAND LOYALTY THE CASE OF AWASH BANK

Abstract

The main purpose of this research is to assess determinant factors affecting brand loyalty in case of Awash bank. Brands are considered as the more important assets of the company that make customers loyal and have value for the end consumer. This study used descriptive research design in a direction of investigating on both primary data and secondary data sources. From the population of 752,204 customers of Awash bank in A.A the study took 384 sample from those customers (agents) of Awash bank through using convenience sampling and drawing its analysis on 377 sample. The research included both an explanatory and a descriptive survey design. To describe what it is or how the situation seems, a descriptive research design was adopted, and correlation analysis was employed to demonstrate the relationship between dependent and independent. The finding of this study shows that all the three variables have positive and significant relationship with brand loyalty which led to the acceptance of the three hypotheses. According to this study, customer satisfaction has relatively had lower and insignificant effect on brand loyalty due to its lower mean and lower correlation statistics compared to perceived value which is moderate, and quality of service is significantly correlate with brand loyalty so that Awash bank should have to work well to meet customer satisfaction by meeting their promise through delivering efficient services more strive to meet customer satisfaction. The conclusion of the study revealed the bank relatively meets its promise in delivering efficient service quality, it has also a p-value less than 0.05 results the statistic is significant. Moreover, the regression analysis shows that a 77.3 % change in brand loyalty is due to quality custom operation whereas the rest is due to other factors.