Analysis of the impact of the behavior of front-office employee, trust and satisfaction on the customer loyalty of bank customers

  • Najwa Dorhmi Faculty of Economics and Management of kenitra, Ibn tofail University kenitra, Morocco
  • Ilham El Haraoui Faculty of Economics and Management of kenitra, Ibn tofail University kenitra, Morocco
Keywords: Behavior of front-office employee, customer loyalty, satisfaction, trust, banking sector

Abstract

The front-office employee is an important source of customer loyalty, which contributes to the competitive superiority of the bank, since it is always in direct contact with the customer. Thus, their behavior is essential to maintain this relationship. The main objective of this article is to study the impact of the behavior of front-office employee, satisfaction and trust in the customer loyalty of bank customers. The analysis of the results confirmed the existence of a significant relationship between the different variables on the loyalty of bank customers.

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Published
2020-09-15
How to Cite
Dorhmi, N., & El Haraoui, I. (2020). Analysis of the impact of the behavior of front-office employee, trust and satisfaction on the customer loyalty of bank customers. International Journal of Accounting, Finance, Auditing, Management and Economics, 1(2), 496-510. https://doi.org/10.5281/zenodo.4029683
Section
Articles