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Article Information:
Impact of Personalization, Trust and Customer Satisfaction in the Banking Industry of Malaysia
Amirreza Forozia and Masoud Farhoodnea
Corresponding Author: Amirreza Forozia
Submitted: January 03, 2012
Accepted: January 31, 2012
Published: September 01, 2012 |
Abstract:
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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.
Key words: Customer loyalty, customer satisfaction and trust, personalization, , , ,
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Cite this Reference:
Amirreza Forozia and Masoud Farhoodnea, . Impact of Personalization, Trust and Customer Satisfaction in the Banking Industry of Malaysia. Research Journal of Applied Sciences, Engineering and Technology, (17): 3021-3026.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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