Thesis Abstract

This research project aims to investigate the factors influencing customer loyalty in the banking sector. Customer loyalty is crucial for banks to maintain a sustainable customer base and achieve long-term profitability. Understanding the determinants of customer loyalty can help banks develop effective strategies to enhance customer satisfaction and retention. This study will employ a mixed-methods research approach, combining quantitative surveys and qualitative interviews to gather data from bank customers. The findings will provide insights into the key drivers of customer loyalty and offer practical recommendations for banks to improve customer relationship management.

Thesis Overview