The Factors That impact on Client's Brand Loyalty toward The Chinese Banks: The Case study of Banks

Brand loyalty sets a bridge between bank clients and banking brands. Brand loyalty is a strategy that is always used in marketing-related fields by marketers. It measures customers’ purchasing behavior and is suitable for the Bank to gain new customers. Brand loyalty happens through a process, which consists of the Bank introducing a financial product to clients, then clients become aware of it and know it, select it, and lastly, goes to the loyalty of the brands or services. This research explores the effect of the brand image of the Bank, E-banking service, payroll service, credit card benefits, societal value, switching costs, and financial products that influence clients’ brand loyalty toward the most prominent Chinese banks. Hence, Chinese banks must achieve significant revenue by maintaining client relationships and brand loyalty. By maintaining brand loyalty, the bank company will gain a positive brand image while gaining competitiveness in the saturated Chinese financial market. However, the research is to survey the Chinese people who have experiences with the most significant three banks in Chengdu, China. 450 Chinese Chengdu people (N=450) will be targeted as a sample group in order to study the independent (the band image of the Bank, Ebanking service, payroll service, credit card benefits, societal value, switching cost, financial products) and dependent variables (Brand loyalty).