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Methods to Identify and Assess the Importance of the Drivers of Loyalty of Individuals Towards Their Banks

Student: Kseniia Permiakova

Supervisor: Efim Galitsky

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Final Grade: 10

Year of Graduation: 2017

Nowadays the level of competition in the banking industry has been growing because of crisis trends and complicated market environment. That’s why demand for special scientific researches of loyalty drivers is increasing. This research describes the method to identify the specific banking characteristics, which are more important for clients and have the greater impact on customer’s loyalty. The fundamental basis includes the method of modeling structural equations (SEM), the classical model of service quality assessment – SERVQUAL and the index NPS (Net Promoter Score), which is respected as the indicator of loyalty nowadays. The key results of this research are the author's model of loyalty drivers of banking clients, based on adapted SERVQUAL model to the Russian market and step-by-step method to identify and assess loyalty drivers of banking clients. The method is the instrument for banking researches with the main goal to increase the level of customer’s loyalty by the construction of structural equations in LISREL Statistics Solutions.

Full text (added May 21, 2017)

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