Abstract
This paper aims to assess the influence of perceived price fairness, service quality, and
service convenience on customer satisfaction and customer loyalty for the banking sector
of Karachi, Pakistan. In addition to that, the influence of customer satisfaction is assessed
on customer loyalty in the banking sector context. To test the proposed relationships, the
data were collected from 425 account holders. The results of the analysis revealed that
dimensions of service quality such as employees’ behavior and tangibility have a
significant influence on customer satisfaction and loyalty. On the other hand, information
technology does not have a significant influence on customer satisfaction and loyalty.
Moreover, the analysis revealed that perceived price fairness also asserts significant
positive influence on customer satisfaction and loyalty. Among the dimensions of service
convenience (benefit convenience) significantly impact, whereas, transaction convenience
and benefit convenience failed to exert any impact on customer loyalty. Based on the
results of data analysis, it has been suggested that bank executives should put more effort
to ensure the provision of quality services to their customers. In addition to that, they should
make promises that are feasible within the given resources. Moreover, employees should
be provided with extensive training that enables them to provide uniform, standardized,
and quality services to baking customers.
Mubashir Ali Khan, Imran Arshad, Riaz Hussain Soomro. (2020) Determining Customer Satisfaction and Loyalty in Banking sector of Karachi, Pakistan, KASBIT Business Journal, Volume-13, Issue-1.
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