A NOVEL APPROACH TO SUSTAIN CUSTOMER LOYALTY IN BANKING SECTOR USING MINING TECHNIQUES

Today all commercials sectors are running in hectic competition. At the same time giving the best services and customer retention is a great challenge also. In considering the various influencing factors the banking groups need to put a potential mechanism in customer retention. The concept of customer loyalty has received much consideration and attention in different industries. It is more important to build consumer loyalty is seen as the key factor in winning market share and developing a sustainable competitive advantage. Banking industry has no exception as it has high interaction with the customers, since managers need to understand influencing factors of the customers towards their respective banks. This paper tries to find the factors of customer loyalty and their relationships with the banking industry. The relationships of different factors with each other are also studied to keep as well as to maintain the quality service to the customers.