Determinants of Loyalty Among Customers of Non-Interest Banking Services in Kaduna Metropolis, Nigeria: The Case of Jaiz Bank

The study examined the determinants of loyalty among customers of Non-interest Banking services in Kaduna Metropolis with reference to Jaiz Bank. Descriptive and multiple regression statistics were used to analyze the data of the study. The findings of the study indicate that the loyalty of customers of Jaiz Bank is mainly determined by Customer satisfaction involving uniqueness of NIB services offered by the Bank and accessibility of NIB services offered by the Bank; followed by Customer Perception involving positive perception of the Bank due to its compliance to religious belief of prohibition of interest; and finally, Success Philosophy involving long-term consideration of success of the Bank .Based on the findings, the study recommended that the Management of Jaiz bank Plc should maintain or even improve on uniqueness and accessibility of its service. The Bank should also continue to strictly abide by its policy of Non-interest banking so as to maintain the positive perception of customers and their optimism in its success in future.

desire and intention in the conative stage translate into realistic loyalty actions or behaviour. In the context of this study, customer loyalty refers to the final stage of "Action Loyalty".

NIB Services
The Central Bank of Nigeria (CBN) defines NIB Services as banking services that are offered in accordance with the principles and rules of Islamic commercial jurisprudence that strictly forbids charging and taking of interest (Sapovadia, 2015). In 2011, the CBN issued a license to Jaiz Bank to operate fully as non-interest bank. The bank commenced operations with three branches in Abuja, Kaduna and Kano states. In 2012 Jaiz Bank opened branches in many other states in Nigeria. The bank, based on its Brochure (2017), offers the following retail, corporate as well as financing products banking services;  Current Account; it is an account that operates under the principle Qardhasan (Non-interest loan  Salary Account; it is designed for salary earners to provide easy and convenient to their funds while enjoying host of other professional services from the banks such as Jaiz Kids Account, Jaiz Tier One Account etc  Jaiz Domiciliary Account; the account is in foreign currencies (Dollar, Pounds and Euro) and is designed to help customers conveniently carry out foreign currency transaction from the comfort of their homes, office or abroad In the area of financing, Jaiz bank offers the following NIB services;  Murabaha; it is a financial product mostly used in financing purchase of raw materials, machinery, equipment and customer durables  Mudaraba; it is a form of partnership in which the bank provides funds and other partner(s) provide labour and profit is shared in a proportion agreed in advance  Musharaka; it is a joint venture between the bank and an individual or business entity to conduct certain business and net profits or losses are shared between the business partners according to the capital invested  Ijarah; under the scheme, the customer requests the bank (lessor) to purchase capital goods like machinery or equipment and rent it to him or her (lessee) In the context of this study NIB services refers to the above services being offered by Jaiz Bank, Kaduna branch.

Review of Empirical Literature
A number of studies have been conducted on the determinants of customers loyalty as it relates to the five constructs of the study namely; Customer satisfaction, Switching cost, Trust and commitment, Customer perception and Success philosophy. Odunlami and Matthew (2015) in a study on impact of customer satisfaction on customer loyalty in selected banks in Oyo state, Nigeria discovered that there is a significant relationship between customer satisfaction and customer loyalty. The study indicated that a 1% shift in customer satisfaction will cause a positive shift of 61.7% shift in customer loyalty. Shanka (2012) examined the quality of bank's service, satisfaction and loyalty of customers of Ethiopian banking sector. The found that there is positive relationship between customer satisfaction and customer loyalty.
There have not been many studies on the factors that have impact on customers' bank switching behavior (Arshad, Zahra and Draz, 2016). Caruana (2003) in an empirical study on the impact of switching costs on customer loyalty and discovered a positive relationship between switching costs and loyalty. Sarwar, Abbasi and Pervaiz (2012) in their study on the effect of customer trust on customer loyalty and retention in Pakistan, found a positive relationship between trust, Commitment and customer loyalty. Gordon (2003) also observed that the loyalty of committed customers is higher than that uncommitted ones. Moisescu (2015) studied the impact of customers' perception on customers loyalty in Romania. The study discovered a positive relationship between customers' positive perception of service quality and loyalty. Siddiqi (2011) conducted a study on the relationship between customers perception of service quality and customer loyalty. The study which involved 100 retail banking customers in Bangladesh discovered that customers' positive perception of quality service quality is positively related to customer loyalty. Salami and Olanye (2013) examined the relationship between customers' perception about service quality and loyalty in selected banks in Asaba, Nigeria. The population of the study comprised 300 customers randomly selected from the five selected banks located in Asaba metropolis. The study also found a positive relationship between customers' positive perception of service quality and loyalty.
As for "Success Philosophy" determinant, the 2014 report of the World Bank Global Islamic Finance Development Centre, indicated NIB services have expanded rapidly over the past decade, growing at 10-12% annually. Sapovadia (2015) discovered that NIB or Sharia compliant assets are estimated at roughly US$2 trillion, covering bank and non-bank financial institutions, capital markets, money markets and insurance. Khaf (2011) noted other success criteria in the NIB industry to include high return on investment, minimum idle assets and economies of scale. Hassan et al (2012) maintained that NIB banks are gaining customers' loyalty in many Journal of Marketing andConsumer Research www.iiste.org ISSN 2422-8451 An International Peer-reviewed Journal Vol.64, 2020 countries, including Nigeria, due to the success they are gaining in the global banking arena.
Apart from the studies conducted on the specific determinants of customers' loyalty, studies were also conducted on the collective impact of the determinants. Ukenna et al (2012) conducted a study on drivers of bank loyalty among students in Nigeria. The study found that customer satisfaction is the highest driver of loyalty among students from 4 tertiary institutions in the South-eastern Nigeria. This finding was supported by the study of Hassan et al (2012) in Pakistan. Hashim (2014) examined determinants of customer loyalty among subscribers of global system for mobile (GSM) communication in North-western Nigeria. The study discovered that customer perception of service quality is the highest determinant of loyalty among subscribers or customers of GSM services in the North-western Nigeria.

Methodology
This study adopts the cross-sectional survey research design. The design is considered appropriate due to the fact that the data for the study was collected at the same time. The population of the study comprises all customers of Jaiz Bank residing in Kaduna metropolis. According to the statistics obtained from the Bank, there are total of 26,252 customers. Based on the formula for determining sample size given by Yamane as cited in Israel (2013), a sample size of 394 was determined as follows: 1+26, 252 X (0.05) 2 =394 Data was collected from primary source by means of a structured questionnaire administered on the sampled customers of the bank. The items on the questionnaire were based on the five point Likert scale ranging from 5 (Strongly Agree) to 1 (Strongly Disagree). Area random sampling technique was used in the selection of sample subjects across the metropolis. Descriptive and inferential statistics are used in analyzing the data collected. Descriptive statistics in the form of frequency and percentage are used to analyze the demographic data about the respondents. Inferential statistics in the form of multiple regressions are used to determine the effect of Customer satisfaction, Switching cost, Trust and commitment, Customer perception and Success philosophy on loyalty of customers to Jaiz Bank.
The data gathered from completed copies of the research instrument were analysed using inferential statistics (logistic regression model). The inferential statistics were performed using Statistical Package for Social Scientists (SPSS) computer software (version 16).
A logistic regression predicts the probability that an observation falls into one of two categories of a dichotomous dependent variable based on one or more independent variables that can be either continuous or categorical. Generally, logistic regression is well suited for describing and testing hypotheses about relationships between a categorical outcome variable and one or more categorical or continuous predictor variables. Logistic regression solves problems by applying the logit transformation to the dependent variable. In essence, the logistic model predicts the logit of Y from X. The logit is the natural logarithm (Ln) of odds of Y, and odds are ratios of probabilities (Pi) of Y happening to probabilities (1−Pi) of Y not happening (Peng, Lee, and Ingersoll, 2002). The simple logistic model has the form: logit (Y) = natural log ( Where: Pi = is the probability of the outcome of interest or "event," α = the Y intercept, β = the regression coefficient, and e = 2.71828 is the base of the system of natural logarithms Source: Peng, Lee, and Ingersoll (2002).
X can be categorical or continuous, but Y is always categorical. According to equation 1, the relationship between logit (Y) and X is linear. Yet, according to equation 2, the relationship between the probability of Y and X is nonlinear. The value of the coefficient β determines the direction of the relationship between X and the logit of Y. When β is greater than zero, larger (or smaller) X values are associated with larger (or smaller) logits of Y. Conversely, if β is less than zero, larger (or smaller) X values are associated with smaller (or larger) logits of Y. Within the framework of inferential statistics, the null hypothesis states that β equals zero, or there is no linear relationship in the population under study. Rejecting such a null hypothesis implies that a linear relationship exists between X and the logit of Y (Peng, Lee, and Ingersoll, 2002).
Extending the logic of the simple logistic regression to multiple predictors (say X1 = My expectations are met on quality in NIB services offered by Jaiz Bank, X2 =My expectations are met on uniqueness of NIB services offered by Jaiz Bank, X3 = My expectations are met on accessibility of NIB services offered by Jaiz Bank, X4 = My expectations are met on good value of NIB services offered by Jaiz Bank, X5 = NIB services offered by Jaiz Bank met my expectation of self expression, X6 = My expectations are met on room for self expression in respect of NIB services offered by Jaiz Bank, X7 = My expectations are met on promptness with regards to NIB services offered by Jaiz Bank, X8 = My expectations are met on empathy with regards to NIB services offered by Jaiz Bank, X9 = My expectations are met on conducive atmosphere with regards to NIB services offered by Jaiz Bank, X10 = My expectations are met on technological advancement with respect to NIB services offered by Jaiz Bank, X11 = I may not switch to other banks due to Non-availability of NIB services, X12 = I may not switch to other banks due to lovely environment of Jaiz Bank, X13 = I may not switch to interestbased banks due to my religious belief of prohibition of interest-based transactions, X14 = I have confidence that my savings are free from interest which is against my religious belief, X15 = I have confidence in the honesty of staff of Jaiz Bank, X16 = I have confidence in the integrity of staff of Jaiz Bank, X17 = My positive perception of Jaiz is Bank is mainly due to non-adding and charging of interest on savings and loans respectively, X18 = My positive perception of Jaiz Bank is mainly due to its compliance to my religious belief of prohibition of interest, X19 = My positive perception of Jaiz Bank is mainly due to its profit and loss sharing arrangement, X20 = My patronage of Jaiz Bank is due to its large customership, X21 = My patronage of Jaiz Bank is due to its easy access, X22 = My patronage of Jaiz Bank is due to its long-term consideration of success), one can construct a complex logistic regression for Y (customer loyalty) as follows: Where: Li = logit model (customer loyalty) e = exponential Zi= estimates β 0 = intercept β 1 = slope of My expectations are met on quality in NIB services offered by Jaiz Bank β 2 = slope of My expectations are met on uniqueness of NIB services offered by Jaiz Bank β 3 = slope of My expectations are met on accessibility of NIB services offered by Jaiz Bank β 4 = slope of My expectations are met on good value of NIB services offered by Jaiz Bank β 5 = slope of NIB services offered by Jaiz Bank met my expectation of self expression β 6 = slope of My expectations are met on room for self expression in respect of NIB services offered by Jaiz Bank β 7 = slope of My expectations are met on promptness with regards to NIB services offered by Jaiz Bank β 8 = slope of My expectations are met on empathy with regards to NIB services offered by Jaiz Bank β 9 = slope of My expectations are met on conducive atmosphere with regards to NIB services offered by Jaiz Bank β 10 = slope of My expectations are met on technological advancement with respect to NIB services offered by Jaiz Bank β 11 = slope of I may not switch to other banks due to Non-availability of NIB services β 12 = slope of I may not switch to other banks due to lovely environment of Jaiz Bank β 13 = slope of I may not switch to interest-based banks due to my religious belief of prohibition of interest-based transactions β 14 = slope of I have confidence that my savings are free from interest which is against my religious belief β 15 = slope of I have confidence in the honesty of staff of Jaiz Bank β 16 = slope of I have confidence in the integrity of staff of Jaiz Bank β 17 = slope of My positive perception of Jaiz is Bank is mainly due to non-adding and charging of interest on savings and loans respectively β 18 = slope of My positive perception of Jaiz Bank is mainly due to its compliance to my religious belief of prohibition of interest β 19 = slope of My positive perception of Jaiz Bank is mainly due to its profit and loss sharing arrangement β 20 = slope of My patronage of Jaiz Bank is due to its large customership β 21 = slope of My patronage of Jaiz Bank is due to its easy access β 22 = slope of My patronage of Jaiz Bank is due to its long-term consideration of success U = error term The null hypothesis underlying the overall model states that all βs equal zero. A rejection of this null hypothesis implies that at least one βdoes not equal zero in the population, which means that the logistic regression equation predicts the probability of the outcome better than the mean of the dependent variable Y. On a-priori, Pi is < 1 and the expected pattern of the structural behaviours of the independent variables on the dependent variable is greater than zero.    ' test). For this set of results, the requirement is a highly significant value (the Sig. value should be less than 0.05) (Pallant, 2007). In this study, the Sig. value is 0.000 (which really means p<0.005). Therefore, the set of variables in the analysis fits the model. Similarly, the chi-square value is 163.778 with 8 degrees of freedom. In addition, Table 2 shows Hosmer and Lemeshow Test. The results in Table 2 support the model of this study as being worthwhile. For the Hosmer-Lemeshow Goodness of Fit Test, poor fit is indicated by a significance value less than 0.05, so to show support for a model a value greater than 0.05 is required (Pallant, 2007). For this study the chi-square value is 8.538 with a significance level of 0.383. This value is larger than 0.05, therefore indicating a support for the model of this study. Table 3 is the Model Summary and it contains the Cox and Snell R Square, and the Nagelkerke R Square values, which indicate the amount of variation in the dependent variable explained by the model (from a minimum value of 0 to a maximum value of approximately 1). These are described as pseudo R square statistics rather than true R square (Pallant, 2007). Therefore, the explained variation in the dependent variable based on the model of this study ranges from 51.9% to 77.2%, suggesting that between 51.9% and 77.2% of the variability in Jaiz Bank NIB customers' loyalty in Kaduna Metropolis was explained by the set variables (My expectations are met on quality in NIB services offered by Jaiz Bank, My expectations are met on uniqueness of NIB services offered by Jaiz Bank, My expectations are met on accessibility of NIB services offered by Jaiz Bank, My expectations are met on good value of NIB services offered by Jaiz Bank, NIB services offered by Jaiz Bank met my expectations of self expression, My expectations are met on room for self expression in respect of NIB services offered by Jaiz Bank, My expectations are met on promptness with regards to NIB services offered by Jaiz Bank, My expectations are met on empathy with regards to NIB services offered by Jaiz Bank, My expectations are met on conducive atmosphere with regards to NIB services offered by Jaiz Bank, My expectations are met on technological advancement with respect to NIB services offered by Jaiz Bank, I may not switch to other banks due to Non-availability of NIB services, I may not switch to other banks due to lovely environment of Jaiz Bank, I may not switch to interest-based banks due to my religious belief of prohibition of interest-based transactions, I have confidence that my savings are free from interest which is against my religious belief, I have confidence in the honesty of staff of Jaiz Bank, I have confidence in the integrity of staff of Jaiz Bank, My positive perception of Jaiz is Bank is mainly due to non-adding and charging of interest on savings and loans respectively, My positive perception of Jaiz Bank is mainly due to its compliance to my religious belief of prohibition of interest, My positive perception of Jaiz Bank is mainly due to its profit and loss sharing arrangement, My patronage of Jaiz Bank is due to its large customership, My patronage of Jaiz Bank is due to its easy access, My patronage of Jaiz Bank is due to its long-term consideration of success).

Results and Discussion
Furthermore, table 4 on appendix I presents the Variables in the equation, which gives information about the contribution or importance of each of the predictor variables. The test that is used here is the Wald test, and the values in the Sig. column are used to indicate the significant contribution of each predictor variable in the model. The Sig. values of less than 0.05 are the variables that significantly contribute to the predictive ability of the model (Pallant, 2007). In the model of this study, the significant variables comprise (my expectations are met on uniqueness of NIB services offered by Jaiz Bank, Sig. = 0.038; my expectations are met on accessibility of NIB services offered by Jaiz Bank, Sig. = 0.004; my positive perception of Jaiz Bank is mainly due to its compliance to my religious belief of prohibition of interest, Sig. = 0.043, my patronage of Jaiz Bank is due to its easy access, Sig. = 0.004; and my patronage of Jaiz Bank is due to its long-term consideration of success, Sig. = 0.000), that is to say the major factors influencing whether a Jaiz Bank customer will reports loyalty to NIB services are: Customer satisfaction involving uniqueness of NIB services offered by Jaiz Bank and accessibility of NIB services offered by Jaiz Bank which is in line with the findings of Olunlami and Mathew (2015) and Shanka (2012); Customer Perception involving positive perception of Jaiz Bank due to its compliance to religious belief of prohibition of interest which agrees with the findings of Siddiqi (2012) and Salami andOlanye (2013); and finally, Success Philosophy involving long-term consideration of success of Jaiz Bank, which also agrees with the findings of Sapovadia (2015) and Hassan et al (2012).

Conclusions
From the results presented above, this study concludes that between 51.9% and 77.2% of the variability in Jaiz Bank NIB customers' loyalty in Kaduna Metropolis was explained by the set variables (customer satisfaction, switching costs, trust and commitment, perception, and success philosophy). Another important conclusion that can be drawn from the results of this study is that there is a significant relationship between customer satisfaction, customer perception, and success philosophy and customer loyalty in Jaiz Bank. The relationship between trust and commitment and switching costs and customer loyalty is not a significant one in Jaiz Bank.
Similarly, based on the results above it can also be concluded that the major specific factors determining loyalty of customers to Jaiz Bank are; meeting expectations on uniqueness of NIB services offered by the Bank, meeting expectations on accessibility of NIB services offered by the Bank, positive perception of the Bank mainly due to its compliance to religious belief of prohibition of interest, and long-term consideration of the Bank's success.

Recommendations
From the conclusions above, this study recommends the followings; a. Jaiz Bank should continue to maintain the tempo in the delivery of quality and efficient NIB services to its customers; b. Jaiz Bank should continue to maintain loyalty of their customers by offering NIB services that satisfy them in terms of uniqueness and difference from services offered by other banks c. Jaiz Bank should continue to offer NIB services that meet the expectation of its customers in terms of accessibility and long-term consideration of success; d. Jaiz Bank should continue to create confidence in the minds of its customers by offering unique NIB services that complied with the religious belief of the majority of the customers; and e. Jaiz Bank should deploy advanced technology in the delivery of NIB services offered to its customers. to other banks due to Non-availability of NIB services, I may not switch to other banks due to lovely environment of JaizBank, I may not switch to interestbased banks due to religious belief, I have confidence that my savings are free from interest in Jaiz Bank, I have confidence in the honesty of staff of JaizBank, I have confidence in the integrity of staff of Jaiz Bank, My positive perception of Jaiz Bank is due NIB services, My positive perception of Jaiz Bank is due to my religious belief, My positive perception of Jaiz Bank is due to its profit and loss sharing, My patronage of Jaiz Bank is due to its large customership, My patronage of Jaiz Bank is due to its easy access, My patronage of Jaiz Bank is due to its long term consideration of success. Source: SPSS output from field survey data