Drivers of Bank Loyalty among Students in Nigeria: Positing the 12-Point Student Customer Bank Loyalty Index Model

Authors

  • Steve Ukenna Godrey Okoye University
  • Moses C. Olise Department of Marketing, Nnamdi Azikiwe University, Anambra, Nigeria
  • Victoria C. Chibuike Department of Technology and Vocational Education, Enugu State University of Science and Technology, Enugu, Nigeria
  • Carol Anionwu Department of Business Management, Cross River University of Technology, Cross River State, Nigeria
  • Nick N. Igwe Department of Business Management, Godfrey Okoye University, Enugu, Nigeria
  • Ifeanyi E. Okoli Madonna University, Okija, Anambra State, Nigeria

DOI:

https://doi.org/10.11634/21679606170685

Keywords:

bank loyalty, student customer, 12-point student customer bank loyalty index model

Abstract

This paper identifies key determinants of bank loyalty among  student customers of banks in Nigeria. Data were collected from a sample of 423 student bank customers from 4 tertiary institutions in southeast Nigeria. Factor analysis was used to reduce 39 variables on student customer loyalty into 12 underlying factors explaining loyalty behaviour among student bank customers, which are collectively labeled 12-Point Student Customers Bank Loyalty Index Model. We recommend that banks located around University campuses should employ the model as an invaluable strategic tool for marketing strategy design, student customers’ bank loyalty assessment, and competitors’ customer loyalty analysis.

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Published

09/28/2012

How to Cite

Ukenna, S., Olise, M. C., Chibuike, V. C., Anionwu, C., Igwe, N. N., & Okoli, I. E. (2012). Drivers of Bank Loyalty among Students in Nigeria: Positing the 12-Point Student Customer Bank Loyalty Index Model. American Journal of Business and Management, 1(3), 172–176. https://doi.org/10.11634/21679606170685

Issue

Vol. 1 No. 3 (2012)

Section

Articles

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