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2012 (Vol. 4, Issue: 17)
Article Information:

Impact of Personalization, Trust and Customer Satisfaction in the Banking Industry of Malaysia

Amirreza Forozia and Masoud Farhoodnea
Corresponding Author:  Amirreza Forozia 

Key words:  Customer loyalty, customer satisfaction and trust, personalization, , , ,
Vol. 4 , (17): 3021-3026
Submitted Accepted Published
January 03, 2012 January 31, 2012 September 01, 2012

The aim of this research is to study the impact of some factors on customer loyalty in banking industry. Data was collected through a survey from customers in Cyberjaya of Malaysia. Multiple Regression analysis is applied to understand the correlation of the collected data and test the research hypotheses. The results illustrate that personalization, trust and customer satisfaction are vital factors affecting customer loyalty in banking industry. Therefore, the banking sector should build strategies to enhance customer loyalty by increasing personalization, trust and customer satisfaction. In addition, it is predicted that this research study will set a foundation for future studies of the feature of business activities in Malaysia and in general, the broader service industry context.
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  Cite this Reference:
Amirreza Forozia and Masoud Farhoodnea, 2012. Impact of Personalization, Trust and Customer Satisfaction in the Banking Industry of Malaysia.  Research Journal of Applied Sciences, Engineering and Technology, 4(17): 3021-3026.
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ISSN (Online):  2040-7467
ISSN (Print):   2040-7459
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