Loyalty of Bank Customers: from Rational, to Emotional and Spiritual

Infobank, 25 Dec 2005
Source: www.InfoBankNews.com

InfoBankNews.com. Loyalty of bank customers, for credit cards and deposits, is in fact a matter that needs to be well thought of. There are customers who file many complaints but still are loyal customers of the bank. So how do we actually measure the loyalty of banking customers?

Farid Subkhan
MarkPlus Insight

LOYAL customers are those who have the enthusiasm about the brands or products they use. The more enthusiastic a customer is, the higher the profit contributed to the brand. An example would be the enthusiasm of a Harley Davidson (HD) motorbike rider, who is not only satisfied by and takes pride in the quality and physical form of his bike. The characteristic sound of the hog’s motor is also a fascination among “HD maniacs”.

In 1983, Harley Owners Groups (HOGs) was founded. Two years later (1985), this Harley enthusiasts club had 60,000 members. In 2002 the number had grown to 650,000. Not only are they willing to part with millions of Rupiahs for their Harley collection and accessories, but even without getting paid for their efforts they gladly become a sales force to other fans and lure them into buying their own dream bikes.

There are many other forms of enthusiasm expressed by customers of various products, e.g. Google Users, Intel Minded, Nokia Mania, Garuda Frequent Flyer (GFF), iPod Mania and McDonald’s Lovers, to the more extreme expressions of enthusiasm by fans of the English football club, Manchester United (MU)....

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