Effect of Brand on Customer Loyalty among SBI Banking Customers

Dr. M. Sumathy, T. S. Sujith

Abstract: In the banking sector, it is very important to keep current customers, which matter requires their satisfaction. If so, they will continue their relationship with the bank, a first step in staying loyal. Loyal customers will always give positive comments and recommendations about the bank to others. With strong branding, banks can attract customers and create customers? trust and loyalty to the bank. The present study examines the effect of brand on customer loyalty among SBI banking customers. The primary data were collected by distributing questionnaires among 75 customers (53 Males and 22 Females) of the SBI. The study focused on brand name, perceived quality, customer satisfaction and loyalty. Analysis was made by using various tools like percentage analysis, mean, standard deviation, coefficient of variation. The result showed that customers of SBI is neither satisfied nor dissatisfied with the functioning of SBI.Which means the effect of brand on customer loyalty among SBI customers is average.

Keywords: Brand name, Perceived quality, Loyalty, Customer satisfaction.