Modeling of the Relationship between Perception of Service Quality and Customer's Loyalty (Field Study of Commercial Banking Sector in Jordan)

Ali A. Al-Giashi, Shafeeq I. Haddad

Abstract


The study aims at testing a causal model of the relationship between banking service quality and customer's loyalty; moderated by organizational factors. The study also seeks to investigate the status of quality perception of Jordanian commercial banks services and the degree of customer's loyalty to these banks. A random sample of (872) banks customers was selected for the purpose of the study. SERVQUAL measure for service quality was applied for the purpose of the study, and certain statistical analysis methods, such as linear regression and ANOVA were used. The results showed a strong positive relationship between service quality and customer's loyalty to the bank which provided the service. The organizational factors had minor impact on the relationship between quality perception and customer's loyalty.
Research value and originality stems from the fact that it is an attempt to address the direct relationship between quality perception of service and loyalty, and the impact of demographic factors, as a moderator variable, on this relationship, which has never been investigated before.

Keywords


Banking Marketing, Service Quality, Customer's Loyalty, Commercial Banks, Jordan.

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