| SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 16 |
NO. 1 |
PAPER 3 |
10.5958/2321-2012.2020.00003.2 |
IMPACT OF CORPORATE IMAGE, SWITCHING COST AND CUSTOMER TRUST ON CUSTOMER
SATISFACTION: EVIDENCE FROM LISTED BANKING SECTOR
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| Muhammad Zeeshan Rafiq*, Ji Cheng Jun**, Rizwan Ali***, Muhammad Kashif Majeed**** and Muhammad Mohsin***** |
| * PhD Scholar, College of Business Administration, Liaoning Technical University, 125105
Liaoning Technical University, China |
| ** Professor, College of Business Administration, Liaoning Technical University, 125105, China |
| *** Assistant Professor, Lahore Business School, University of Lahore, Pakistan |
| **** PhD Scholar, College of Business Administration, Liaoning Technical University, 125105 |
| ***** Liaoning Technical University, China. |
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| This study examines the effects of some factors (Corporate image, Switching cost & Customer trust) on customer satisfaction, in the banking sector. Data were collected from bank’s users, with the help of a questionnaire and used SPSS for the analysis. Results of this study revealed that customer satisfaction recorded positive relationship with selected variables. Further, this study found positive association between corporate image, customer trust and customer satisfaction but switching cost did not record strong relationship with customer satisfaction. Hence this research study suggested changes in the existing customer satisfaction systems of banks in Pakistan. Bank managers are advised to articulate operation and marketing strategies, that focus on cravings of customers, to improve the level of comfort.
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