Vishwakarma Business Review

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This study examines the effect of value, image and satisfaction on loyalty, in the context of banking services. Data for the present study was collected by survey method from the population of Delhi. Regression analysis was used to determine the effects of value, image and satisfaction on loyalty. Using image as a predictor variable, value was added and moderated regression analysis was employed to observe the changes in the degree of prediction (R2) towards loyalty. Then the same procedure was used with satisfaction (predictor) and finally both satisfaction and value were added as moderators and image as the predictor was added to determine the moderating effect of satisfaction and value on customer loyalty when combined with image. It was found that when tested together, satisfaction caused the least amount of variability in loyalty as opposed to value.

Keywords

Bank, Value, Image, Satisfaction, Loyalty.
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