Micro-enterprise owners? loyalty towards their favourite bank: A conceptual framework

loyal customer costs less to retain than acquiring a new customer. Loyal customers stick to the same service provider for a longer time period. Thus, the ultimate aim of the management of any organisation must be to create an emotional bonding with the customer to a level of much more than business considerations, to be able to sustain the loyalty for a long period of time. A number of service providers are available for any organisation for anything it requires, particularly in banking and financial institutions. The choice of the micro-enterprise as banks business client is influenced by a number of factors such as Service Quality, Reputation and Relationship with a brand or an organisation. Apart from that, there are a number of other factors which can affect the choice of a service provider such as factors based on emotional considerationparticularly cultural elements. This paper integrates previous research in the field of customer loyalty to present a conceptual framework of micro-enterprises owners? loyalty and its underlying drivers. Implication or the future research directions is also presented.

JATI KASUMA Unknown Universitas Kristen Petra English eDIMENSI Journal Unknown Jurnal Manajemen dan Kewirausahaan, Vol.14, No. 1, Maret 2012: 1-6 ; Jati Kasuma (NA00404333) Unknown

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