The antecedents of customer loyalty on Tabung Haji Malaysia

Abstract

Customer loyalty has been a vital concern for every institution as attracting new customers costs more than maintaining the current ones. Therefore, every institution is more inclined in gaining loyal customers. This study attempts to determine the factors affecting customer loyalty toward Tabung Haji, Malaysia as TH has nearly lost the trusts of its customers due to the issues occurring recently. Concerns have been circling the decision of TH to purchase a plot of land in the Tun Razak Exchange, jeopardizing TH image and performance due to the assumption that TH have utilized their savings improperly and exhaust all of their savings unknowingly. The study was carried out by distributing questionnaires to 120 random depositors of Tabung Haji. Service quality, customer satisfaction and trust are the factors that have been investigated in this study. The study showed that customer satisfaction is the most significant factor in influencing customer loyalty in Tabung Haji. The SPSS software is used to analyze the data gathered from the respondents.