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Determinants of Customer Loyalty: A Case Study of Commercial Bank Customers in Phnom Penh

Ngam Phorn

ACLEDA University of Business

Daiju Aiba

National Bank of Cambodia

JICA Ogata Research Institute for Peace and Development

ISSN: 3078-3771 (Print & Online)

Keywords: Customer Loyalty, Commercial Bank, PLS-SEM, E-word of Mouth, Brand Awareness, Service Quality, Trust, Brand Image

Published:

How to Cite in APA Style: Ngam.P., & Daiju.A. (2025). Determinants of customer loyalty: a case study of commercial bank customers in Phnom Penh. AUB Research Series, Vol 4, 01–34.

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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), had positive and statistically significant influence on customer loyalty (CL). It was also found that trust (TRU) had negative and statistically significant influence 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.

Authors' Biography

Sambath Phou is a full-time professor and Head of the International Business Management (IBM) Department, the Royal University of Phnom Penh. He has taught English, Marketing, Strategic Management and Research Methodology at various universities from 2003 to 2005 and from 2013 until present days. He has published scholarly articles in, among others, Tourism Management, International Journal of Tourism Research, Southwest Review of International Business Research, Annual of Academic of Marketing Science, and Annual Decision Science Institute (DSI). In addition, he has decades of experiences in marketing, sales and administration and management in some businesses, particularly real estate development business and taxation.

Phorn Phorn Ngam currently graduated her master's degree in Finance and Banking at ACLEDA University of Business. She holds a bachelor's degree in Business Administration with a focus on Finance and Banking, which she earned in 2022. In her professional role, Mrs. Ngam serves as the Manager of the Research and Incubation Unit at ACLEDA University of Business, where she applies her expertise to support innovative projects and research initiatives. Hailing from Banteay Meanchey Province in Cambodia, Mrs. Ngam has demonstrated a strong commitment to advancing her knowledge and contributing to the field of finance and banking, business, education, research and innovation both academically and professionally.

Daiju Aiba is currently a resident expert at National Bank of Cambodia for a technical cooperation project initiated by Japan International Cooperation Agency (JICA). He was formerly an assistant professor at the Faculty of Commerce of Waseda University and a research fellow at JICA Ogata Sadako Research Institute for Peace and Development. He holds a Ph.D. in Economics from Hitotsubashi University, which he obtained in 2017. His research interests include development economics and financial economics, with a focus on dollarization and financial inclusion in Cambodia. He has published his work in reputable academic journals, such as Journal of Asian Economics, Empirical Economics, and Singapore Economic Review.

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The authors are solely responsible for the content of this article. The views expressed herein are those of the authors and do not necessarily reflect the views of the journal, its editors, or the publisher.