International Journal of Business, Management and Social Research |
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Impact of service quality on customer loyalty: a case study of commercial banks in Dhaka, Bangladesh
Md. Shariful Islam
Dept. of Marketing, Jahangirnagar University (JU), Dhaka - 1342, Bangladesh
Volume 01, Issue 02, September 2015, pp. 51-60 | Article type: Case study
DOI: http://dx.doi.org/10.18801/ijbmsr.010215.06
Md. Shariful Islam
Dept. of Marketing, Jahangirnagar University (JU), Dhaka - 1342, Bangladesh
Volume 01, Issue 02, September 2015, pp. 51-60 | Article type: Case study
DOI: http://dx.doi.org/10.18801/ijbmsr.010215.06
| impact_of_service_quality_on_customer_loyalty_a_case_study_of_commercial_banks_in_dhaka_bangladesh.pdf |
ABSTRACT
New initiatives in banking sectors have contributed to change the entire economy. New forms of client interactive banking systems such as internet banking, ATM, mobile banking, green banking and also maturing financial market and global contest have forced bankers to explore the significance of customer loyalty. Thus, studies need to focus on changing role of the banking system and its dynamic financial market. The basic model of SERVQUAL with five components was used for this study to evaluate the effect of service quality on customer loyalty among bank customers with customer satisfaction mediating these variables such as reliability, responsiveness, assurance, loyalty etc. Outcomes show that amplification in service quality can improve customer loyalty. The service quality dimensions that play a vital role in this equation are reliability, empathy and assurance. Results indicated that overall respondents appraise banking service positively but still there are opportunities for improvements.
Key words: Customer satisfaction, reliability, responsiveness, assurance and loyalty
New initiatives in banking sectors have contributed to change the entire economy. New forms of client interactive banking systems such as internet banking, ATM, mobile banking, green banking and also maturing financial market and global contest have forced bankers to explore the significance of customer loyalty. Thus, studies need to focus on changing role of the banking system and its dynamic financial market. The basic model of SERVQUAL with five components was used for this study to evaluate the effect of service quality on customer loyalty among bank customers with customer satisfaction mediating these variables such as reliability, responsiveness, assurance, loyalty etc. Outcomes show that amplification in service quality can improve customer loyalty. The service quality dimensions that play a vital role in this equation are reliability, empathy and assurance. Results indicated that overall respondents appraise banking service positively but still there are opportunities for improvements.
Key words: Customer satisfaction, reliability, responsiveness, assurance and loyalty
Please cite this article as:
Islam, M. S. (2015). Impact of service quality on customer loyalty: a case study of commercial banks in Dhaka, Bangladesh. International Journal of Business, Management and Social Research, 01(02), 51-60.
Islam, M. S. (2015). Impact of service quality on customer loyalty: a case study of commercial banks in Dhaka, Bangladesh. International Journal of Business, Management and Social Research, 01(02), 51-60.
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