Factors that influence consumers satisfaction and loyalty in Malaysian banks

Author: Iloka Benneth Chiemelie

Published: 18th of August 2014

4.1 Introduction

Following the success of chapter 3 which laid out steps and approaches for the primary research, a comprehensive data was gathered in accordance with the designed questions (see appendix A), and the purpose of this chapter is to analyze the finding gained from the gathered data. The analysis will help to fashion out the understanding as to whether the stated hypotheses are actually obtainable in the context of the gained information from the data analysis. Thus, this section will seek to understand what customers think in the real world with respect to the variables that influences their attitude towards brand loyalty and preference in the Malaysian banking industry.

4.2 Test of reliability

In any given research, understanding the reliability of gathered data is considered important because it is the actual process of measuring the reliability of finding from such research. The implication here is that a reliable data is more capable of producing a reliable finding and vice versa. Lee Crombachrevolutionalized the concept of reliability test by developing the Crombach’s alpha in 1951 which is used to measure the extent that a gathered data is reliable and this test is used in this study as illustrated below.

Table 4.1: Case Processing Summary
			N		%
Cases	Valid		400		100.0
	Excludeda		0		.0
	Total		400		100.0
a. Listwise deletion based on all variables in the procedure.
Table 4.2: Reliability Statistics
Cronbach's Alpha		N of Items
.829		23

Basically, the crombach’s alpha measures the reliability of any given data based on the obtained value from such data. The measurement is that a data is considered reliable if it returns a value of at least 0.50, in which the higher or closer to 1.0 the value is, the higher the reliability of the data. Based on that, it can be seen that the data gathered in this research is highly reliable. This is because it returned a value of 0.829 or 82.9% reliability. Thus, this further validates the overall essence of this study because it simply means that the finding from this research is reliable. The above table 4.1 also presents a case summary of the analysis to show that no recorded data was missed in the process of computation as all gathered 400 data were computed and analyzed.

4.3 Demographic variables analysis

In any given research, demographic analysis is computed for the purpose of understanding the demographic features of the respondents. Such an understanding is important because it can help to tailor down the application of findings to certain group of people. Thus, this section presets a detailed analysis of the demographic variables of respondents from the research in order to understand the group of respondents with highest level of influence and how they generally impact on the finding from this study.

4.3.1: Gender of respondents

Figure 4.1: Gender of respondents

Table 4.3: Gender of respondents
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	male	197	49.3	49.3	49.3
	female	203	50.7	50.7	100.0
	Total	400	100.0	100.0

From the above table 4.3, it can be seen that majority of the respondents are female as they make up 50.7% of total response but their difference is not much when compared with male respondents who make use 49.3%. Thus, it can close relativeness of these genders means that the finding can be applied to both female and male respondents.

4.3.2: Age of respondents

Figure 4.2: Age of respondents

Table 4.4: Age of respondents
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	18-28 years	68	17.0	17.0	17.0
	29-38 years	161	40.3	40.3	57.3
	39-48 years	95	23.8	23.8	81.0
	49-58 years	65	16.3	16.3	97.3
	59-68 years	11	2.8	2.8	100.0
	Total	400	100.0	100.0

The above table shows that most of the respondents in the case of this study are aged 29-39 years of age, followed by those older than 39. The understanding from such is that these respondents are in the best position to address the issue of quality of services offered by the bank and determine the extent to which such influences their overall performance. Basically, they are much more educated and better positioned to determine whether or not their bank has been meeting their needs based on the services offered to them by these banks. Thus, it has a positive influence on the quality of the research because they will be able to present information that are higher in quality and value for the overall quality of the research based on their personal experience.

4.3.3: Race of respondents

Figure 4.3: Race of respondents

Table 4.5: Race of respondents
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Malay	210	52.5	52.5	52.5
	Chinese	79	19.8	19.8	72.3
	Indian	45	11.3	11.3	83.5
	Others	66	16.5	16.5	100.0
	Total	400	100.0	100.0

In terms of race, the Malays make up the highest volume of race with 52.5% of the total respondents, followed by the Chinese at 19.8%, other races at 16.5% and finally Indians at 11.3%. Basically, the study is conducted in the view of Malaysia as a whole, but it could easily be stated that the findings will be more applicable to the race with highest volume of respondents because they will contribute more than other races. However, the focus will still be on Malaysian consumers as a whole.

4.3.4: Other demographic variables

Table 4.5: I make use of banking services
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	yes	400	100.0	100.0	100.0

The main criteria used to measure whether or not a respondent is qualified enough to participate in this study is whether the respondent make use of a banking or financial service features because this is the only way the responder will be able to address variables loaded in this research. Thus, the above table 4.5 seeks to understand such analyzing the number of respondent that make use of a banking service. All the respondents agree to be making use of a banking service and this simply implies that all the respondents are in the right setting to address the questionnaire.

Figure 4.4: Banks used by respondents

Table 4.6: Which bank do you use
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Maybank	138	34.5	34.5	34.5
	CIMB	68	17.0	17.0	51.5
	Bank islam	31	7.8	7.8	59.3
	RHB	29	7.2	7.2	66.5
	CITI	31	7.8	7.8	74.3
	CITI	25	6.3	6.3	80.5
	HSBC	22	5.5	5.5	86.0
	others (malaysian)	37	9.3	9.3	95.3
	others (foriegn)	19	4.8	4.8	100.0
	Total	400	100.0	100.0

Bank used can also be a measure of service quality because the higher the quality of service offered by the bank, the higher the level of consumer loyalty and brand preference. The above analysis in table 4.6 shows that Maybank is the highest with 34.5% of the total response, followed by CIMB bank with 17%. Other banks have relatively similar figure in the region of 6-9 prcent respectively. This implies that Maybank is the most utilized banking institution in Malaysia and CIMB bank is the second most utilized banking institution in Malaysia.

Figure 4.5: Respondents’ rate of usage

Table 4.7: I have been making use of banking services for
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	1-3 years	100	25.0	25.0	25.0
	4-6 years	150	37.5	37.5	62.5
	7-9 years	80	20.0	20.0	82.5
	10 years and above	70	17.5	17.5	100.0
	Total	400	100.0	100.0

With the bank used by consumers already identified, the table 4.7 above shows how many years these consumers have been making use of the banking services. The importance of such is reflected on the fact that the higher a consumer has been making use of banking services, the greater the consumers’ degree of measurement with respect to the quality of such services and tendency to remain loyal with that particular bank. Thus, the above analysis shows that the respondents are better positioned to address the variables in this questionnaire because majority of the respondents have been making use of banking services for more than 3 years.

4.4 Correlations of variables

Still on the context of understanding and analyzing established relationship between variables, this section of the analysis will focus on understanding how each of the data influences the other and the outcome of such influence. Correlations analysis is very important aspect of any data analysis because it helps to present a more clear meaning on the relationship between two or more data. Data are considered to be correlated if the value of established relationship is closer to 1.0.

Table 4.8: Correlations
		Gender of respondents	Age of respondents	Race of respondents	I make use of banking services	Which bank do you use	i have been making use of banking services for
Gender of respondents	Pearson Correlation	1	-.012	.157**	.b	.182**	.132**
	Sig. (2-tailed)		.816	.002	.	.000	.008
	N	400	400	400	400	400	400
Age of respondents	Pearson Correlation	-.012	1	-.039	.b	-.021	.131**
	Sig. (2-tailed)	.816		.439	.	.676	.009
	N	400	400	400	400	400	400
Race of respondents	Pearson Correlation	.157**	-.039	1	.b	.852**	-.205**
	Sig. (2-tailed)	.002	.439		.	.000	.000
	N	400	400	400	400	400	400
I make use of banking services	Pearson Correlation	.b	.b	.b	.b	.b	.b
	Sig. (2-tailed)	.	.	.		.	.
	N	400	400	400	400	400	400
Which bank do you use	Pearson Correlation	.182**	-.021	.852**	.b	1	-.477**
	Sig. (2-tailed)	.000	.676	.000	.		.000
	N	400	400	400	400	400	400
i have been making use of banking services for	Pearson Correlation	.132**	.131**	-.205**	.b	-.477**	1
	Sig. (2-tailed)	.008	.009	.000	.	.000
	N	400	400	400	400	400	400
**. Correlation is significant at the 0.01 level (2-tailed).
b. Cannot be computed because at least one of the variables is constant.
The above analysis shows that there is an established form of correlations between the variables loaded in this study. The first of such is that gender actually influences the kind of bank used. The implication is that men are more likely to use a particular bank than women and this can be reflected on the cultural view of Malaysia, which is a masculine country, demonstrating that some banks might be more focused on men who have higher power of establishing certain level of growth or authority in the business setting than women. Thus, this creates a new area for research to understand the influence of gender of the form of banking services and bank loyalty in Malaysia. The second case is that gender is correlated with the number of years a customer has with respect to adopting banking services. This is more modest and direct than the first correlations because it can easily be visualized that the older a person is, the likely the person must have been making use of a financial banking service. An interesting aspect of this discovery is that the bank used by a customer is actually correlated with the number of years that the customer has been making use of such bank. This simply imply that the higher the level of satisfaction a consumer gets from a given bank, the likely the consumer will remain with the bank and such theorized understanding is in line with earlier hypotheses from this research, which will be proved in detail later in this analysis.

Table 4.9: Correlations
		i have been making use of banking services for	My bank has quality staffs	My bank is always attentive to my needs	My bank has numerous services that meet my needs	My bank offer me higher loan	My banks provides me with advices and guidance on financial security
i have been making use of banking services for	Pearson Correlation	1	-.374**	.651**	.325**	.415**	-.394**
	Sig. (2-tailed)		.000	.000	.000	.000	.000
	N	400	400	400	400	400	400
My bank has quality staffs	Pearson Correlation	-.374**	1	-.110*	-.228**	.238**	.956**
	Sig. (2-tailed)	.000		.028	.000	.000	.000
	N	400	400	400	400	400	400
My bank is always attentive to my needs	Pearson Correlation	.651**	-.110*	1	.555**	.564**	-.151**
	Sig. (2-tailed)	.000	.028		.000	.000	.003
	N	400	400	400	400	400	400
My bank has numerous services that meet my needs	Pearson Correlation	.325**	-.228**	.555**	1	.233**	-.266**
	Sig. (2-tailed)	.000	.000	.000		.000	.000
	N	400	400	400	400	400	400
My bank offer me higher loan	Pearson Correlation	.415**	.238**	.564**	.233**	1	.178**
	Sig. (2-tailed)	.000	.000	.000	.000		.000
	N	400	400	400	400	400	400
My banks provides me with advices and guidance on finanial security	Pearson Correlation	-.394**	.956**	-.151**	-.266**	.178**	1
	Sig. (2-tailed)	.000	.000	.003	.000	.000
	N	400	400	400	400	400	400
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
In consideration of the understanding gained from the table 4.3 where it was made known that the length of usage for a particular bank by any given customer depends on the customers’ level of satisfaction with the service provided by such bank, this section of the paper is designed to present a clear view on that by computing the correlation between consumers’ length of usage for any given bank and other variables loaded into the research.

At a value of 0.651, the extent that a bank is attentive to the needs of customers measures the highest level of influence from all the variables analyzed above. This implies that consumers are more likely to stay with a bank that listens to them than those that don’t. Basically, this is logical because by listening to the consumers, the bank will be better positioned to understand their needs and align their products and services towards a focused approach for meeting such needs. Thus, it is expected that being attentive to the consumers will increase chances of the bank understanding their needs and delivering quality services that better meet such needs.

Other variables that influence consumers satisfaction level and desire to stay with a particular bank in reference to their loyalty is loan, quality services tailored to consumers needs, quality staffs and financial advices. All these extra variables still revolve around the main variable which is that the bank is attentive to their because it is only having quality staffs that the bank will really understand the needs of consumers and it is only understanding these needs that the bank will really provide services (such as loan, financial advice etc.) that are tailored to meet such needs and make the customers satisfied in the process.

4.5 Factors influencing choice of banking service

In this section of the analysis, the focus will be to understand factors that influence consumers’ decision to choose one bank over the other.

Table 4.10: I choose my bank because of quality of service
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	strongly disagree	24	6.0	6.0	6.0
	Disagree	25	6.3	6.3	12.3
	Neutral	16	4.0	4.0	16.3
	Agree	70	17.5	17.5	33.8
	strongly agree	96	24.0	24.0	57.8
	totally agree	169	42.3	42.3	100.0
	Total	400	100.0	100.0

The above analysis shows that quality of service influences the decision of 83.7% of the total respondents to choose one bank over the other. Such huge figures represent a high level of significance the impact of service quality can have on consumers’ choice and preference, and this is in line with the stated hypotheses that the higher the quality of service offered by a bank, the higher consumers’ satisfaction and preference.

Table 4.11: I choose my back because of lower service charge
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	25	6.3	6.3	6.3
	strongly disagree	50	12.5	12.5	18.8
	Disagree	63	15.8	15.8	34.5
	Neutral	18	4.5	4.5	39.0
	Agree	63	15.8	15.8	54.8
	strongly agree	69	17.3	17.3	72.0
	totally agree	112	28.0	28.0	100.0
	Total	400	100.0	100.0

Besides service quality, the cost of obtained service also plays important role when it comes to consumers’ preference and loyalty. Generally consumers seek a brand that is capable of offering them lower cost with high value, and recent economic conditions such as recession have made consumers very price sensitive. The above table 4.11 shows that 65.5% of the total respondents agree that price of incurred service influenced their decision to choose one bank over the other. Thus, the lower the service charge, the higher the chances of consumers to choose a particular bank in Malaysia.

Table 4.12: I choose my bank because of family / friend
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	26	6.5	6.5	6.5
	strongly disagree	51	12.8	12.8	19.3
	Disagree	24	6.0	6.0	25.3
	Neutral	45	11.3	11.3	36.5
	Agree	102	25.5	25.5	62.0
	strongly agree	97	24.3	24.3	86.3
	totally agree	55	13.8	13.8	100.0
	Total	400	100.0	100.0

A factor that can have high influence on consumers’ decision is family and friends. This is because there is a higher degree of trust established between consumers and their friends or families; which imply that these people can influence to a great extent, the consumers’ decision to choose a particular bank over the other. The above table 4.12 shows that 63.5% of the total respondents agree to that and peers can be then stated to have high influence on consumers’ decision to choose a particular bank over the other. Thus, it can as well be stated that friends and families will influences preference and brand loyalty because consumers are likely to leave or stay with a brand if their friends or family does the same.

Table 4.13: I choose my bank because it is close to my work or house
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	6	1.5	1.5	1.5
	strongly disagree	138	34.5	34.5	36.0
	Disagree	12	3.0	3.0	39.0
	Neutral	33	8.3	8.3	47.3
	Agree	51	12.8	12.8	60.0
	strongly agree	92	23.0	23.0	83.0
	totally agree	68	17.0	17.0	100.0
	Total	400	100.0	100.0

Closeness as noted earlier is an influential factor because it increases overall convenience. On that ground, it is expected that the closer the bank is to any given consumer, the higher the chances of such consumer choosing the bank. The above analysis confirms with such as 61% of the respondents agree that they made the decision of choosing their bank as a result of closeness of the bank to their homes and working place.

Table 4.14: I choose my bank because i see it in advert
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	1	.3	.3	.3
	strongly disagree	42	10.5	10.5	10.8
	Disagree	27	6.8	6.8	17.5
	Neutral	16	4.0	4.0	21.5
	Agree	49	12.3	12.3	33.8
	strongly agree	96	24.0	24.0	57.8
	totally agree	169	42.3	42.3	100.0
	Total	400	100.0	100.0

The last variable loaded in the context of understanding factors that influences consumers’ decision to choose a bank is marketing activities as it related to advertisement. There have been numerous arguments that advertisements in some cases are ineffective because they fail to return the value invested on such, thus this research seeks to understand the extent to which such case is applicable. 79.5% of the total respondents agree to such by acknowledging that advertisement influenced their decision to choose a particular bank. This is an interesting discovering because the volume of respondents acknowledging such is high, which basically implies that advertisement in the banking industry with respect to the Malaysia market is expected to yield great influence on consumers’ decision.

4.6: Factors that influence consumers’ preference and loyalty in the Malaysian banking industry

Table 4.15: My bank has quality staffs
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	25	6.3	6.3	6.3
	strongly disagree	76	19.0	19.0	25.3
	Disagree	51	12.8	12.8	38.0
	Neutral	18	4.5	4.5	42.5
	Agree	37	9.3	9.3	51.7
	strongly agree	69	17.3	17.3	69.0
	totally agree	124	31.0	31.0	100.0
	Total	400	100.0	100.0

From the above analysis, staff quality is a factor that influences consumers’ preference and loyalty in the Malaysian banking industry as 57.5% of the total response agreed that the quality of banking staffs influences their decision to choose and stay with a given bank. In any case, it is also important to understand that such influence can easily be considered insignificant because it is just slightly above average of the total response. However, maintaining quality of staffs is expected to increase consumers’ preference and loyalty in the Malaysian banking industry.

Table 4.16: My bank is always attentive to my needs
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	26	6.5	6.5	6.5
	strongly disagree	51	12.8	12.8	19.3
	Disagree	24	6.0	6.0	25.3
	Neutral	13	3.3	3.3	28.5
	Agree	102	25.5	25.5	54.0
	strongly agree	97	24.3	24.3	78.3
	totally agree	87	21.8	21.8	100.0
	Total	400	100.0	100.0

The above table shows that 71.6% of the respondents agree that their banks are always attentive to their needs. This is understandably capable of influencing consumers’ loyalty because being able to address their needs is the actual expectations from any production firm. Thus, it can be stated that loyalty in the Malaysian banking industry is sustainable because consumers’ needs are always addressed.

Table 4.17: My bank has numerous services that meet my needs
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	6	1.5	1.5	1.5
	strongly disagree	110	27.5	27.5	29.0
	Agree	51	12.8	12.8	41.8
	strongly agree	165	41.3	41.3	83.0
	totally agree	68	17.0	17.0	100.0
	Total	400	100.0	100.0

At a score of 71.1%, majority of the respondents agree that their banks have different services that meet their needs. In any case, it is should be noted that the volume of respondents agreeing with that is relatively smaller when compared with other variables. Thus, it could be said that some of the services in the banking industry done meet specific needs of customers. 29% of the respondents agree to such understanding as they made known that not all the services provides by their bank actually meets their needs.

Table 4.18: My bank offer me higher loan
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	strongly disagree	24	6.0	6.0	6.0
	Disagree	26	6.5	6.5	12.5
	Neutral	16	4.0	4.0	16.5
	Agree	49	12.3	12.3	28.7
	strongly agree	96	24.0	24.0	52.8
	totally agree	189	47.3	47.3	100.0
	Total	400	100.0	100.0

Loan is a definite influence of loyalty because it is a clear showcase of how a bank values the growth of its customers. Besides that, customers are also made loyalty by the binding contract to repay any borrowed money. 83.6% of the respondents agree to this and it is a clear demonstration that loan does have huge positive influence on consumers’ loyalty.  

Table 4.19: My banks provides me with advices and guidance on financial security
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	25	6.3	6.3	6.3
	strongly disagree	73	18.3	18.3	24.5
	Disagree	56	14.0	14.0	38.5
	Neutral	18	4.5	4.5	43.0
	Agree	37	9.3	9.3	52.3
	strongly agree	71	17.8	17.8	70.0
	totally agree	120	30.0	30.0	100.0
	Total	400	100.0	100.0

Guidance on banking security entails keeping consumers informed about new ways to protected themselves financial and this was loaded as a variable because the more secured consumers feel about a given bank, they more likely they will stay with that particular bank in order to better protect their accounts and transactions. However, this doesn’t seem to carry much weight like other variables as only 57.1% of the total respondent agree that advices given to them about security features does influence their loyalty. 

Table 4.25: I will likely remain with my bank for a lifetime
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	6	1.5	1.5	1.5
	strongly disagree	123	30.8	30.8	32.3
	Agree	51	12.8	12.8	45.0
	strongly agree	165	41.3	41.3	86.3
	totally agree	55	13.8	13.8	100.0
	Total	400	100.0	100.0

Following success with the identified variables, consumers where interviewed in order to understand their level of loyalty with their banks. Findings indicate that 67.6% of the total respondents agree that they will likely stay with the same bank for the rest of their life. This is a clear indication that loyalty is very strong in the Malaysia banking industry as well as pointing out the need for banks to focus more on customer retention than attraction because customers are less likely to leave their banks. Furthermore, it could be used to ask numerous questions as to whether it is still necessary to adopt all the above variables as indicators of loyalty, but one should understand that these variables actually influence the extent of loyalty that customers have in the banking industry.

Table 4.26: I will likely recommend people to my bank
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	13	3.3	3.3	3.3
	strongly disagree	24	6.0	6.0	9.3
	Disagree	26	6.5	6.5	15.8
	Neutral	16	4.0	4.0	19.8
	Agree	47	11.8	11.8	31.5
	strongly agree	85	21.3	21.3	52.8
	totally agree	189	47.3	47.3	100.0
	Total	400	100.0	100.0

Still in line with their decision to remain loyal with their bank for their lifetime, 80.4% of the total respondents also agree that they will likely recommend their banks to other customers in the future. This also increases the need to focus more on retention than attraction as the retained customers can help banks to attract more customers based on the finding above.

4.7: Summary of findings

The above discussion clearly indicate that customer loyalty is very high in the Malaysian banking industry because a number of customers pledge absolute loyalty to the bank they are presently operating with and their decision is influenced by the fact that these banks have numerous services meet their needs, attend to their needs within short time, have quality customer services, offer them loans, and help them with necessary security information.

CHAPTER 5

CONCLUSION

Right from the beginning of this research, the purpose of study as highlighted as to gain an understanding on the factors that influences consumers’ loyalty in the Malaysian banking industry. Indications from the research background made known that this topic is not new in the field as a number of past studies have tried to understand these factors in the view of designing products and services that meet consumers’ needs and ensuring loyalty with the main purpose of increasing their overall profitability. As such, the research objectives, questions, and significance were state din the introductory chapter.

The second chapter began in the view of understanding what past studies think about the research topic. Findings clearly indicate that past studies have focused on understanding the same factors within the banking industry and their revelation is that loyalty is influenced in the banking industry by the kinds of services offered in terms of how these services meet consumers’ needs, quality of services offered, cost incurred to obtain such services, quality of customer relationship management, location of banks, decision to issue consumers’ loan, and security features of the banking system. As such, these variables were loaded into the primary research in order to understand how they apply in the Malaysian settings.

Following success with the second chapter, the research proceeded to the third chapter which is a designed methodology for the primary research. In this chapter, it was made known that the primary research will be conducted in Kuala Lumpur with the respondents being customers that make use of banking services as they best fit within the criterion of understanding what banking services are and addressing questions in that line. A total of 200 respondents were interviewed in the process and their responses are as analyzed in chapter 4 above.

In order to ensure that the findings from this research can be trusted, a taste of reliability was conducted in the chapter four before any further analysis and findings show that the gathered data are highly reliable. Thus, the demographics analysis was conducted with findings indicating that majority of the respondents are Malays, followed by Chinese, Indians and other races. Variable analysis was also performed in order to understand the factors that influences consumers’ loyalty in the banking industry and respondents highlighted that they include:

Quality of service offered – the higher the quality of services offered by a bank, the higher the level of loyalty because quality of service is a clear indication of value returned for money and time spent in the process of incurring such services.

Quality of customer services – since customer service representative have direct contact with the customers, the way they interact with these customers influences their decision to stay with the banks and majority of the respondents agree to this by making known that the higher the quality of customer services, the higher their loyalty. Additionally, majority of the loyal consumers also made known that their loyalty is influenced by the way