Abstract: The aim of this research is to build a conceptual model to provide clear understanding of customer loyalty. Structural equation modeling as a data analysis tool has been used to analyze the data collected from 304 customers from banks in Bangladesh. The results of this study indicate that customer satisfaction among others is the most important antecedent of customer loyalty. Customer loyalty, which is composed of three different ways: intent to continue banking, intent to increase banking and intent to recommend the bank, depend on, customer value, commitment, trust, Service quality, and customer satisfaction have positive direct effect on customer loyalty.

Keywords: Customer loyalty, Intent to Continue Banking, Intent to Increase Banking and Intent to Recommend the Bank, Composite Reliability and AVE (Average Variance Extracted)

| DOI: 10.17148/IARJSET.2018.51209