Micro-Enterprise Owners’ Loyalty Towards Their Favourite Bank: A Conceptual Framework
Abstract: A loyal customer
costs less to retain than acquiring a new customer. Loyal customers stick to the
same service provider
for a longer
time period. The
choice of the
micro-enterprise as banks business
client is influenced
by a number
of factors such
as service quality,
reputation and relationship with a brand of an organization. Apart from
that, there are a number of other factors
such as factors
based on emotional
considerations particularly cultural
elements. This paper integrates
previous research in the field
of customer loyalty
to present a
conceptual framework of micro-enterprises owners’ loyalty and its
underlying drivers. Implication for the future research directions is also
presented.
Author: Jati Kasuma
Kode Jurnal: jpmanajemengg120031
