Quantitative survey reveals customer satisfaction and corporate reputation strongly predict loyalty in Zambian banking, suggesting strategic focus for providers.
Customer Loyalty has drawn the attention of scholars and policymakers. It has been viewed as the pinnacle of online and offline banking success, the binding element that attaches customers to a particular bank. Building and sustaining Customer Loyalty has become the top priority of most banks. Research on Customer Loyalty is non-existent in the Zambian context. A primary survey conducted obtained data from 381 university students based on a quantitative approach. The Theory of Planned Behaviour (TPB) and Technology Acceptance Model (TAM) underpin the conceptualisation of this study. The findings reveal that Corporate Reputation, Customer Satisfaction, Customer Commitment and Website Quality are the significant predictors of Customer Loyalty. This research provides insights as well as remedies that can be exploited in order to strengthen loyalty ties among Internet Banking Providers, their existing and prospective customers.
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Mubaka M. Shipekesa (2025) studied this question.
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