សេវាកម្មការស្រាវជ្រាវ និងនវានុវត្តន៍ទស្សនាវដ្តីស្រាវជ្រាវវិទ្យាសាស្ត្រកម្ពុជា សម្រាប់ធុរកិច្ច និងប្រតិបត្តិវិជ្ជាជីវការបោះពុម្ពផ្សាយការបោះពុម្ពផ្សាយលម្អិតFactors Influencing Customer Loyalty in Commercial Banks: A Case Study of ACLEDA Bank Plc.

Factors Influencing Customer Loyalty in Commercial Banks: A Case Study of ACLEDA Bank Plc.

Pendane Doung

ACLEDA University of Business

Sokha Norng

ACLEDA University of Business

Phorn Ngam

ACLEDA University of Business

ISSN: 3078-4131 (Print)

DOI: https://doi.org/10.XXXXX/XXXXX

Keywords: Service Quality, Customer Satisfaction, Bank Image, Trust, Customer Loyalty, Bank Products and Services

Published: 2024-08-30

How to Cite: Doung.P., Norng.S., & Ngam.P.(2024). Factors Influencing Customer Loyalty in Commercial Banks: A Case Study of ACLEDA Bank Plc. Cambodia Journal for Business and Professional Practice, 2024(1), 93–117. https://doi.org/10.XXXXX/XXXXX

ទាញយក

Abstract

Banks and financial institutions have recently strived to enhance their services to attract and retain customers; however, little is known about strategic enhancement in the banking sector from previous research. Therefore, this study examines factors influencing customer loyalty in commercial banks using ACLEDA Bank Plc. as a case study. By using a survey questionnaire to collect data from 203 customers who use bank products and services and by using multiple regression analysis, the study reveals a positive impact of service quality (SQ), customer satisfaction (CUS), bank image (BI), and trust (TRU) on customer loyalty (CL). This highlights the importance of commercial banks, such as ACLEDA Bank Plc., in maintaining high standards of products and services to attract customers and cultivate enduring relationships with them.

Authors’ Biography

Pendane Doung was born in 2002 in Phnom Penh, Cambodia. She graduated in the academic year of 2022-2023 with dual degrees which were Finance and Banking at ACLEDA University of Business (AUB) and Professional Communication in English at IFL. Currently, she is working as an Audit Associate at KPMG Cambodia. In the second semester of year 4, she joined the research program “The Impact of Service Quality, Customer Satisfaction, Bank Image, and Trust on Customer Loyalty (A Case Study: ACELDA Bank Plc)”. The purpose of this research is to expand and develop the understanding of customer perception and preferences whether the quality of ACLEDA Bank service has made them satisfied, trusted, and loyal to the bank or not.

Sokha Norng was born in 1979 in Kampong Cham Province and he hold his PhD in Business Administration in 2022 from Beltei International University. He graduated his MBA in General Management from Assumption University, Thailand in 2011 and graduated his Bed. In TEFL from IFL in 2004. Dr. Norng's field of research falls into business, marketing, leadership and education technology. His main focus is on consumer's attitudes and behavior in product/service purchase by utilizing technology adoption theory. He used to be the Assistant Professor and holds his current position as a Director of Graduate School and Chief Center for Research & Innovation, ACLEDA University of Business. From 2004 to 2015, he used to hold two the academic positions at two other universities in Cambodia. He has been teaching at higher education level for nearly 20 years in the relevant disciplines.

Phorn Ngam is a dedicated professional currently pursuing her master's degree in Finance and Banking at ACLEDA University of Business. She holds a bachelor's degree in Business Administration with a focus on Finance and Banking, which she earned in 2022. In her professional role, Mrs. Ngam serves as the Manager of the Research and Incubation Unit at ACLEDA University of Business, where she applies her expertise to support innovative projects and research initiatives. Hailing from Banteay Meanchey Province in Cambodia, Mrs. Ngam has demonstrated a strong commitment to advancing her knowledge and contributing to the field of finance and banking, business, education, research and innovation both academically and professionally.

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