This study is carried on with the aim of understanding the different customer perceptions which contribute to brand loyalty, especially for youth in the Indian industry for personal banking services. The five factors identified through literature review are trust, image, satisfaction, communication and perceived quality. A stratified sampling method was used to obtain 164 responses of different age groups within the youth segment, that is, 18–25 years, 26–35 years and 36–45 years. Correlation and regression techniques have been used to prove the relationships between dependent variable—brand loyalty—and independent variables—trust, image, satisfaction, communication and perceived quality. The results show perceived quality to be the most important factor among the youth to enhance brand loyalty. The results show that company image and customer satisfaction have positive correlation, whereas communication has a negative relationship with brand loyalty. Lastly, a predictor equation is provided for the brand loyalty model.
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