CHAPTER 2: LITERATURE REVIEW
2.0 Introduction
Literature review can be defined as a process that involves the identification of published and unpublished work from secondary data sources on the topic of interest and the documentation of research (Sekaran, 2013). This chapter, the researchers will describe further on the information gained by the previous sources that will support the objective of this research thoroughly starting from the dependent variable which is the customer loyalty and independent variables which are employee factor, service satisfaction, relationship and security to give details on the past research and articles that relate to the research.
2.1 Literature Review
2.1.2 Customer Loyalty
The research on the customer loyalty was discusses and has been done before. The customer loyalty is very important in the context of achieving profitability in organization. Loyal customer is considered as most important asset to a bank (Tariq & Moussaoui, 2009). To get a loyal customer is critical in today’s competitive bank markets. This statement supported by (Khalifa & Liu, 2003) which state customer loyalty has become a great obstacle for organization in the current era. Thus, bank need to focus their energy on retaining customers in the current tough economic. At the moment, the bank customer loyal obviously repeat do transaction and increase the revenue and the market share will be increased. Customer loyalty is the certain attitude and behavior that