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Statistical techniques were applied to assess the reliability and validity of the survey and to obtain more clarity regarding the influence of the selected variables on customer loyalty within the banking sector.
Reliability
Cronbach's alpha was used to determine the reliability of the measurement sets in the study. According to Ndubisi and Wah (2005: 550-551), the measure ranges from 0 to 1 and 1 indicates perfect reliability whereas 0.6 is regarded as an acceptable level of reliability. The reliability statistics for this study are reflected in Table 1, which indicates that all the measurement sets are in fact reliable, as they all are above 0.6.
TABLE 1: RELIABILITY STATISTICS Constructs Trust
Commitment Customer loyalty
Cronbachs’s Alpha
0.716 0.704 0.695
Validity
Validity can be attained by aligning the content of the questionnaire with the research objectives (Van Tonder & Ehlers, 2010: 300). The validity of the questionnaire was ensured through the use of a questionnaire, which was directly aligned with the research objectives. The necessary adjustments were made to the questionnaire, based on feedback obtained from the pilot study. A large sample size was used to increase the accuracy of the results. The expertise of STATKON (the statistical unit of the University of Johannesburg) was employed to analyse the data gathered and to ensure the correct measurement of the results.
Demographic profile of respondents
A total of 287 respondents participated in the study of which 53% was male and 47% was female (refer to Table 2 below). The race of the majority of the respondents was black (53%), with the white population representing 35% of the sample, the Coloured population 10% and the Asian population 2% (refer to table 3 below).
TABLE 2: GENDER OF RESPONDENTS Gender Male Female Percentage
53 47
THE INFLUENCE OF TRUST AND COMMITMENT ON CUSTOMER LOYALTY – AN APPLICATION TO THE FOUR MAJOR BANKS AND CAPITEC BANK