Impact of Customer Satisfaction on Customer Loyalty in the Banking Sector

· Carefully read the attached article and answer the questions:

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Chiguvi D. and Guruwo P.T. (2017), Impact of Customer Satisfaction on Customer Loyalty in the Banking Sector, International Journal of Scientific Engineering and Research, Volume 5; Issue 2; February 2017; p 55-63.

· Assignment Questions:

1. Identify the key concepts discussed in the article. (1 Mark)

2. Clarify the principal theories underlying the research. (1 Mark)

3. Compare Theories with hypotheses. Write the principal research hypothesis tested by the authors. Clarify its format. (1.5)

4. Consider the following model: (1.5)

· Identify the independent variables.

· Specify the type of the variable “Customer loyalty”.

· Identify at least two relationships highlighted in the model.

5. Before collecting data, the authors would have obtained an informed consent from participants. Take this survey as an example and explain how you should implement informed-consent procedures (2 Marks).

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