Customer loyalty is essential to achieve success in the banking sector. This research aims to present an overview of the role of customer loyalty and investigate the factors that affect the loyalty of customers in the context of the Egyptian banking sector, thus contributing to the literature in this specific area. The research will discuss customer loyalty from the point of view of being a critical topic that banks use to achieve leadership in this competitive sector. There is a dependent variable which is customer loyalty, and four independent variables namely: customer satisfaction, trust, service quality represented through its dimensions and finally brand image. The targeted population in this study is represented by clients of banks in Egypt. A sample of respondents was selected from different types of banks in Egypt, such as governmental, private, business sector, and Islamic. The online questionnaire is used as an instrument to collect data. There were 520 respondents from different banks, and only 504 were valid for analysis of their results. The convenience sampling technique was used to collect data. Then, it was transacted into SPSS software version 26 to be tested and analyzed. Analytical techniques used in this study were frequency, validity, reliability, correlation, and finally regression analysis. The results showed that there is a positive significant effect of customer satisfaction and service quality on customer loyalty in banks in Egypt, through the dominance of tangible, responsiveness, and empathy dimensions of service quality, despite the lack of reliability and assurance appearance of the dimensions. Also, the results showed that brand image and trust don’t have a significant effect on customer loyalty. Based on the findings, it was recommended to focus on customer satisfaction and service quality in the bank’s strategies, as well as training employees to improve and develop these variables, considering them as vital factors in gaining customer loyalty in the banking sector.
Cite this paper
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