Article2015

The Relationship between Customer Satisfaction and Customer Loyalty in the Banking Sector in Syria

33 citations0/0 files storedJournal of Marketing and Consumer Research

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Banking Sector Performance and Management

Abstract

A large number of studies on customer satisfaction and customer loyalty have been conducted in marketing over the years. Customer satisfaction is a crucial factor for bank success and it has the possibility to influence customer loyalty. From a theoretical perspective it is very important to investigate which factors influence customer satisfaction. This paper analyzes the basic factors which affects customer satisfaction towards services of Bank. This study adopted empirical research design on the sample size of 401 respondents who were customers of different banks in Syria. Data is collected through survey questionnaires related to customer expectation ,price fairness , customer satisfaction and customer loyalty towards services of banks . Data is analyzed by using AMOS 18. The research reviews the current academic marketing literature and tries to identify antecedents of customer satisfaction and customer loyalty. The findings from this study also provide important managerial implications. Keywords: bank, customer satisfaction, customer loyalty.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988On the Evaluation of Structural Equation Models 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2003Research Methods for Business Students 1996The Behavioral Consequences of Service Quality 2010Satisfaction: a behavioral perspective on the consumer 1992A National Customer Satisfaction Barometer: The Swedish Experience 1972Principles of Marketing

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2017Brand credibility, perceived quality and perceived value: a study of customer satisfaction 2018The Effect of Perception Quality/Price of Service on Satisfaction and Loyalty Algerians Customers Evidence Study Turkish Airlines 2016The Influence of Relationship Quality on Customer Loyalty in the Dual-Banking System in the Northern States of Peninsular Malaysia 2020The Role of Customer Satisfaction in Mediating the Influence of Price Fairness and Service Quality on the Loyalty of Low Cost Carriers Customers in Indonesia 2019Building Customer Loyalty through Service Quality and Customer Trust

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