Multiple Mediating Effects on the Quality of and Loyalty to Banking Services
Md. Alamgir Hossain,
Department of Management Studies, Rabindra University, Bangladesh, Shahjadpur, Bangladesh.
This study aimed to determine the effects of banks’ service quality on customer loyalty, perceived value, and corporate image, as well as identify the mediating effect of perceived value and corporate image between on service quality and customer loyalty. Primary data was collected through an online structured questionnaire and analyzed with structural equation modeling. The results revealed that service quality exerted a significant on all the other three variables. In addition, perceived value not only positively affected customer loyalty and corporate image but also mediated the effect of service quality on customer loyalty. The findings of the current study provide not only additional evidence of theoretical relevance but also the means with which managers can develop a sustainable customer-centric marketing strategy. Such a strategy will help banks to analyze customer loyalty in relation to overall service quality, which can in turn improve re-patronization, long-term customer relationships, and sustainable competitive advantages.
|Service quality, Customer loyalty, Perceived value, Corporate image, Banking services, Structural equation modeling.|
|Nusrat Jahan --- Md. Alamgir Hossain --- Yuantao Fang (2020) "Multiple Mediating Effects on the Quality of and Loyalty to Banking Services", Asian Economic and Financial Review, Vol. 10, No. 11, pp. 1248-1258.|
|Article Type:||Research Article|
|History||Received: 10 August 2020 | Revised: 8 September 2020 | Accepted: 19 October 2020 | Published: 12 November 2020|
|Publisher:||Asian Economic and Social Society|