*Auston institute of management Ceylon, Sri Lanka
**Open University of Sri Lanka, Nawala, Nugegoda, Sri Lanka
***Department of Management of Technology, University of Moratuwa, Moratuwa, Sri Lanka
****Auston institute of management Ceylon, Sri Lanka
Online published on 2 March, 2017.
This study based on the factors affecting for customer loyalty in licensed commercial banks in Sri Lanka with special reference to the Commercial Bank. Initially, the customer loyalty is a key of success that Commercial Bank determined to the strongly bonding with the customers. The questionnaire method has been used with 100 respondents. The results suggest that brand equity and satisfaction can be considered as most important antecedents to customer loyalty followed by satisfaction and affection.. Hence, this study suggests incorporating proper strategies to furthering brand equity, satisfaction and affection.
Brand Equity, Satisfaction, Affection, Customer Loyalty, Banking Sector, Sri Lanka
