Study of the impact of perceived value, perceived risk, trust and satisfaction on customer loyalty in the banking sector in Morocco

The world of services is constantly evolving and represents a very important part of the GDP of developing countries and particularly in Morocco. The banking sector is the most representative example. The objective of the study is to determine the impact of perceived value, perceived risk, satisfaction and trust on customer loyalty. In order to achieve the objectives of the study and test the hypotheses, we designed and administered a questionnaire to collect, process and analyze data. A sample of 270 bank customers in the city of Agadir was chosen. The measurement scales were adapted from previous studies in order to validate the appropriate questions for each variable in the study. The results show that perceived value, perceived risk, satisfaction and trust have a positive impact on bank customer loyalty.