Sabah Credit Corporation : attractive marketing approach in sustaining customer loyalty to its executive loan facility / Carl George

Customer loyalty is one of the important fundamentals behind organization's successful story. Amid the financial market getting tougher and much more competitive, financial institutions and banks are vying for customers and more importantly to sustain loyalty towards their product and brand. This research study challenged to observe customer's interest and tendency of being loyal to Sabah Credit Corporation's executive loan facility. Besides, the aim of this research is otherwise to disclose the successful factors that lead to build up SCC's competitive advantage. 110 respondents that are happened to be borrowers of executive loan at Sabah Credit Corporation participated in this research study. Final data were analyzed and interpreted by using the SPSS program which then performed finding results and cross tabulation analysis for 2 or 3 different variables. From the survey of this study, the findings show that Sabah Credit Corporation's customers are loyal. Yet, this has proved that Sabah Credit Corporation attractive marketing approach manage to sustain its present customer whilst attract new customer. Recommendations initiated out of this study were based on all gathered data and available information so as sincere observation made in this research.