Design and Validation of a Regression Model of Repurchase Intention in a Banking Service
DOI:
https://doi.org/10.18041/1909-2458/ingeniare.15.600Keywords:
Planned behavior theory, Attitude, Factor analysis, Regression modelsAbstract
This research considered the various factors that influence customer’s loyalty intention in a banking service. Behavior Theory proposed by Fishbein y Ajzen [1] states that attitude, subjective norm and perceived control helps to understand customer intention. For data collection it was applied a survey to one thousand persons who uses banking services in Barranquilla city. Statistical analysis that was used applies factorial analysis and multivariate analysis, generating forecast models that use all the variables and factors that determine the planned behavior of a customer in the banking sector to positively promote service, his/her intention of invest in relationship, his/her intention of exclusivity, the intention to continue using the service and the intention of changing of bank.
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