Determinants of patronage for Bank Rakyat in Kota Belud / Siti Bangsu Pulong

This research explores the patronage factors of Bank Rakyat Kota Belud. A survey of walk in customer was conducted to determine the significance and influence of the underpinnings of the patronage factors such as customer satisfaction, switching cost, perceived quality, trust and commitment. A total of 116 usable questionnaire were obtained from a total of 120 questionnaire distributed. The finding shows that the five variables namely customer satisfaction, switching cost, perceived quality, trust and commitment were important in determining and influencing patronage factor. Since the results of the research showed that customers' patronage is related to customer satisfaction, switching cost, perceived quality, trust and commitment factor, therefore banks need to consider these factors and provide the right services and other facilities that are essentials for attracting customers to repeated patronage.