How credit policy and practices of Southeast Bank Limited (SEBL) impact loyalty of their customers.

Abstract

The purpose of this research was to find out how credit policy and practices of Southeast bank impact loyalty of their customers. The case company was chosen as Southeast Bank. The data for this study was gathered through a survey of Southeast Bank Limited clients. The study's objectives were to define the profile of respondents in Southeast Bank Limited's Imamganj branch, to understand the relationship between credit policy and loyalty, and to understand how Southeast Bank's credit policy and practices effect customer loyalty. For these objectives, this analytical part was divided in two parts. First part that is part A, is about the demographic part that is done for knowing the customer profile. The part B was analytical part. From the analytical part, it has been observed that there is a relationship between credit policy and customer loyalty. It's also noticed that customer loyalty can be affected by the policy of a bank. Like, longer credit period, low interest rate, flexible collection policy, easy credit expansion affects the customers loyalty positively.