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Impact of Service Quality on Customer Satisfaction and Loyalty towards Flexible Management in the German Banking Sector
Sara Ravan Ramzani, Behrooz Gharleghi, Alison Watson, Hugh Smith, Phungmayo Horam, Victor Cunha-Cruz, V.C.V.S., Anjana Basnet
Abstract:
Background: The introduction of advanced types of banking networks such as Online banking, Automated Teller Machines (ATM), telephone banking, as well as mature capital markets and global competition have prompted bankers to explore the value of consumer loyalty. Top companies know that the path to growth goes through their clients. Therefore, this research focuses on finding the impact of service quality, customer satisfaction and loyalty programs on customer’s loyalty in banking sectors of Germany.
Methods: The questionnaire was developed and polled to gather data from 331 clients with bank accounts in various banks in Germany. The five-dimensional model of SERVQUAL (Parasuraman et al., 1988, Kasiri et al., 2017) is used in this paper. Additionally, customer satisfaction was utilized to mediate the influence of service quality on customer loyalty among banking customers in Germany.
Results: We suggested a new model that incorporates the direct impact of technology on consumer satisfaction. Analysis concluded that service quality, consumer retention and loyalty programs are essential aspects that can boost customer loyalty. So banks must concentrate on offering loyalty programs to their loyal consumers.
Conclusion: Analysis suggests that banks should concentrate on enhancing the efficiency of their offerings in order to increase consumer retention and customer loyalty.
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