Factors Influencing Loan Customers’ Loyalty at the Government Housing Bank, Bo Win Branch

Abstract

This research aimed to investigate the causal factors influencing customer loyalty among mortgage clients of the Government Housing Bank, Bowin Branch. The sample comprised 150 loan customers who either currently held active loan agreements or were considering transferring their loans to or from the Bowin Branch. Data were collected using a structured questionnaire and analyzed using both descriptive and inferential statistics. Descriptive statistics included percentage, mean, standard deviation, while inferential statistics was multiple regression analysis.

The findings revealed that perceived service quality had a statistically significant direct effect on both dimensions of customer loyalty across four aspects: trustworthiness (β = -0.106), responsiveness (β = 0.214), assurance (β = 0.467), and empathy (β = 0.428), all at the .05 significance level. Furthermore, customer satisfaction had a significant direct influence on both behavioral and attitudinal loyalty in five key areas: satisfaction with service costs (β = 0.240), provider friendliness and attentiveness (β = 0.232), service quality (β = 0.194), service coordination (β = 0.164), and service convenience (β = 0.124), all statistically significant at the .05 level.