Main Article Content
Abstract
While achieving loyalty is a primary marketing goal, achieving it is a challenge. This study investigates the role of corporate image in building attitudinal loyalty towards retail banks among the youth. A survey was conducted among 20-40 year old working individuals to collect data and validate the research model. Partial least squares (PLS) based structural equation modeling (SEM) using Warp PLS 5.0 was employed to analyze the collected data. Results from the PLS–SEM analysis indicated that corporate image, perceived value, satisfaction, and affective commitment had significant effect on attitudinal loyalty. The study also confirmed the positive influence of corporate image on perceived value and satisfaction and that of satisfaction on affective commitment.