Study on factors affecting customer loyalty towards personal financing i-Aslah: A case of Bank Kerjasama Rakyat (M) Berhad in Kota Bharu, Kelantan / Shazana Md Sanusi

The aim of this study was to examine the factors that affecting customer loyalty towards personal financing i-Aslah at Bank Rakyat Kota Bharu, Kelantan. There are three
factors being studied, which were: corporate image, service quality and customer satisfaction. As Bank Rakyat Kota Bharu had been chosen as the unit of analysis for this
study, by doing this study researcher are interested to know about the factors that affecting customer loyalty towards personal financing i-Aslah. Besides that, researcher
wants to know image and reputation of Bank Rakyat. Therefore, there are several suggestions could be provided to Bank Rakyat to improve their image and reputation also
to increase their sales in personal financing i-Aslah. In collecting the data, the researcher used primary data. Moreover, the questionnaire had been used in order to get feedback from the customers. 100 questionnaires had been distributed and had gotten back 100 respondent’s feedback. The data collected was then tested on its reliability, and then further analyzed using frequency analysis and correlation coefficient. Besides, regression
analysis was used to test the hypotheses in this study. The findings of this paper suggest that the service quality and customer satisfaction are significant factors in explaining
customer loyalty towards personal financing i-Aslah. Based on the results obtained in this study, some suggested recommendations can help Bank Rakyat Kota Bharu to improve their image and reputation and increase the numbers of customers who apply personal financing i-Aslah with Bank Rakyat