Factors that affect customer loyalty in small enterprises

Millennials and Generation X (Gen-X) are the fastest-growing market segment in Indonesia. The study aims to discover the salient values of those generations and to investigate their value differences. Data were obtained via questionnaires from 200 respondents of each generation. The questionnaires measure the importance of the values of each generation, consisting of nine values from the List of Values established by Kahle (1986), namely Sense of belonging, Excitement, Being well respected, Fun and enjoyment, Security, Self-fulfillment, Self-respect, Warm relationships with others, and Sense of accomplishment. This study employed factor analysis to identify sets of values representing their underlying values. This method resulted in three inherent values of Gen X and two of Millenials. Gen X shows the importance of Achievement, Family enjoyment, and Social relationship. Meanwhile, the Millennials are conspicuous by the values of Social recognition and Self-pleasing. Companies that choose Gen X as their target market can use their above-mentioned values to be expressed in their marketing strategies. Meanwhile, those who choose Millennials may use the two inherent values of this generation. This study fills a research gap on the characters of the emerging young generation segments in the country that can be adopted to generate market segment characters in the country.

Acknowledgment
This work was funded by a research grant from the Universitas Padjadjaran, Indonesia.

Since the government opened to the establishment of new private banks in 1990s, the competition in banking industry has become fierce in Taiwan. Especially, the establishment of financial holding companies after 2000s has resulted in the merge among financial institutions. The competition in banking industry becomes even fiercer. The price war of interest rate among banks gradually shortens the deposit and lending rate difference in banking industry that banks could no longer survive with the traditional business of deposit and lending rate differences. Banks have to attract customers with different service quality, satisfy customer needs, and create new profits for banking industry. Generally speaking, service quality is related to customer satisfaction after receiving service, and satisfaction becomes the internal assessment indicator of financial industry for customers. A lot of excellent foreign businesses or national financial institutions present brilliant competitiveness in the field of finance by the specialty and service quality. Taking Land Bank of Taiwan as the research subject, this study aims to discuss the effect of service quality on customer loyalty and corporate performance in financial industry.
It is discovered in this study that an enterprise enhancing the service quality through the mediation effect of customer loyalty could effectively promote the corporate performance. For this reason, the relationship between customer loyalty and service quality, corporate performance are established in this study, and the results of the analysis could be the reference for banking industry in Taiwan.

Today marketers seek the ways and information to create loyal customers, because it reduces the marketing and operations costs and increases the benefits. In every organization, whether manufacturing or service, customers is the most important factor of ensuring the survival of organization. If the organization succeeds in attracting customers and creating their loyalty, the field of its growth and long term survival can be provided. It is possible to achieve this through studying and planning by management, and this will lead at the end to the comprehensive recognition of customer needs. Since focusing on factors of customers’ satisfaction has a significant effect in banking, so, identifying the categories and priorities of these factors are important. All hypotheses of this study are approved both by Student’s t-test and Friedman test. The results of study indicated that the factors of reliability, accountability and credit factors, respectively, have more importance in order of priority. In credit factors: variety of banking services (providing any kind of services which customers need); in accountability factors: speed in providing banking services; in reliability factors: proper behavior of staff is considered of the most priority.