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Attitudinal loyalty can be measured in terms of the attitudes of the customers, which includes the beliefs and feelings of the customer in purchasing a product or service. Wilson et al. (2008) proposed that customer loyalty can be viewed as the way customers feel or the way they act. Customers are loyal as long as they continue to use a good or service.

Reichheld (2004) proposed that it is becoming extremely difficult and costly in getting new customers in today's highly competitive market-place. Therefore a company needs to work on satisfying the needs of the customers. Loyal customers are more profitable on the long run, it costs less to serve them. Loyal customers recommend others to a good company, they will also pay a premium to continue business with a company rather than switching to a competitor that they are not familiar with. Buttle (2009) proposed that nowadays customers want efficiency and professionalism from their services provider. The efficiency and professionalism is achieved through training and skills of the staff/employees of a firm, organisation or a company. Buttle (2009) further mentioned that quick response to a customer query or problem results in satisfied customers. Good customer service and service quality by the service provider results in building up good relationship with the customers. Buttle (2009) suggested that improve customer retention rate in the early years of the relationship. This will help in producing large number of customers to generate higher profits in the later years. Many researchers like Buttle (2009), Wilson et al. (2008) and Wang et al. (2003) proposed that another important aspect is the customers complaint handling; a positive view of customer complaints accepts that customers who complain are giving the company a chance to win them back and retain their future value. Complaints provide information that can help the company to identify, and correct root causes of the problems. A successful complaints handling process enables companies to capture customer complaints before customers start spreading negative word of mouth or take the business elsewhere. Zeithaml and Bitner (2000) proposed that complaint solicitation is an important factor. It provides help to the firms in collection and documentation of customer complaints, the firms can use that information to identify dissatisfied customers, correct the individual problems where possible, and identify common service failure options.

Wilson et al. (2008) proposed that customers will remain loyal to a firm when they receive greater value relative to what they expect from competing firms. When firms deliver consistent quality services from the customer's point of view, clearly the customer benefits and has an incentive to stay in relationship. Wilson et al. (2008) discussed that most customers would prefer not to change service providers, particularly when there is a considerable amount of investment in the relationship. The costs of switching are relatively high in terms of monetary costs of transferring business and the associated psychological and time-related costs. Wilson et al. (2008) further stated that financial institutions across the world have realised that instead of considering the short term profits, they need to look at the long term profits and growth of the company on the本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。