The Effect of Service Quality on Customer Loyalty at the Bank’s Branch Level: A Case of The City Bank Limited
DOI:
https://doi.org/10.56532/mjbem.v2i1.13Keywords:
Service Quality, Customer Satisfaction, Customer LoyaltyAbstract
This study aims to investigate how service quality and customer satisfaction affect The City Bank’s customer loyalty. The sample size was 100 respondents who were selected by the convenience sampling method (The City Bank Limited and customers). Descriptive analysis was carried out for the demographic information of the respondents and multiple linear regression analysis is done to find out the impact of the different dimensions of service quality on customer satisfaction and further analysis is conducted to find out the effect of customer satisfaction on customer loyalty. The results of this study showed that tangibility and responsiveness have positive and significant impact on customer satisfaction. Moreover, there is also a significantly positive impact of customer satisfaction on customer loyalty. Therefore, it can be said that the customers of this bank prefer consistent facilities and response of the employees to their problems and needs are most important for them. And due to these reasons customers are satisfied, hence they show their loyalty for this bank.
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