Abstract:
Purpose: The purpose of this research is to identify how the impact on customer
satisfaction, competitive advantage, service quality, customer perception of value on
customer retention. The objective of this research is that to identify the level,
relationship and impact regarding customer satisfaction, competitive advantage,
service quality, customer perception of value on customer retention, to conduct the
primary research with help of questionnaires and to review the findings and to make
recommendation about this study. Therefore, this study presents a new model and
examines the impact/influence of customer satisfaction, competitive advantage,
service quality, customer perception of value on customer retention.
Design or methodology: This research is based on the survey method, as the
questionnaire was distributed to gather data from public for thb research about the
impact of customer satisfaction, competitive advantage, service quality, customer
perception of value on customer retention. 100 responses were gathered from the
distribution of questionnaire. Moreover, the data for this research as analyzed through
IBM SPSS statistic software.
Found by using SPPS software for this research. The hypothesis that was identified
for this research was accepted. Likewise, there was a significant positive correlation
identified in this research which helps to study to prove its overall value.
Research limitations: The current study has limited time duration for the collection of
data. Data collection is only depended on questionnaire. Respondents were too busy
to read the questions properly and tick the answer just for the sake of completing the
survey quickly. So there is no guarantee that the data collected is 100% correct and
hence while analyzing the researcher has considered level of significance.
Value: This research help to overcome the issues encounter in the based articles.
Contribution to the existing body of knowledge in terms of knowledge narrowing the
research gap by identifies the factors influencing on the customer retention in the
banking sector. Banks must consider the customer retention. Because when the
customer's customer satisfaction, competitive advantage, service quality and customer
perception of value increase, the customer retention also increase.
