Abstract
This study aimed to investigate factors influencing customer loyalty in commercial banks in Phnom Penh by extending the conceptual model from previous studies. A quantitative approach was applied to fulfill the research objective, and a conceptual framework was proposed. A questionnaire was designed using Google Forms and Microsoft Forms, focusing on demographic and measurement variables and the study used a 5-point Likert scale to weigh the intensity of the answer in each questionnaire item. The study used both probability and non-probability sampling techniques as data collection methods. A total of 310 customers of commercial banks completed the questionnaire shared via Messenger and Telegram. The results showed that all proposed variables, namely customer satisfaction (SAT), service quality (SQ), bank image (BIM), brand awareness (BAW), and e-word of mouth (eWOM) significantly positive influence on customer loyalty (CL). It was also found that trust (TRU) negatively influences on customer loyalty (CL). This study offered several implications for the management of commercial banks such as improving service quality, paying attention to customers' trust by adopting a long-term customer relationship strategy rather than focusing only on short-term satisfaction, enhancing customer satisfaction, and increasing the positive of bank image, brand awareness, and e-word of mouth.
Keywords: Customer Loyalty, Commercial Bank, PLS-SEM, E-word of Mouth, Brand Awareness, Service Quality, Trust, Brand Image
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