Investigating the Nexus of Service Quality and Customer Loyalty in Banking Industry via the Mediating Role of Customer Satisfaction
Journal Title: Academic Journal of Economic Studies - Year 2018, Vol 4, Issue 3
Abstract
This study aims to examine the relationship between Service Quality (SQ), Customer Satisfaction (CS) and Customer Loyalty (CL) in the Jordanian Commercial Bank. This Study also, investigates CS as a partial mediator of the impact of SQ on CL. Data was collected from 210 customers who work at the Jordanian Commercial Bank. Using SPSS program, multiple regressions was applied to measure the mediating role. The results of this study reveal that all five dimensions of SQ are positively linked with CS and all dimensions of SQ are positively affect with CL except the reliability dimension. The findings also indicate that CS partially mediates between the five dimensions of SQ and CL. The findings of this study can inform bank management about the importance of the dimensions of SQ and their impact on CS and CL. Bank management can take action in improving the bank design and equipment to create a proper atmosphere for customers, and in providing periodical training programs for their employees to improve their skills and their know-how to solve customer problems and meet customer satisfaction. The current study provides for finding a common understanding about the relationship between SQ, CS and CL and the role of their five dimensions on the banking industry in Jordan.
Authors and Affiliations
Rawan Alafeshat, Uju Violet Alola
Keywords
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