Marketing

www.ccsenet.org/ijms International Journal of Marketing Studies Vol. 2, No. 2; November 2010 The impress of Service Quality on Customer Loyalty: A Study of Banks in Penang, Malaysia Lo Liang Kheng instill of Management, Universiti Sains Malaysia (USM), Malaysia Osman Mahamad, Professor Graduate School of Business, Universiti Sains Malaysia (USM), Malaysia E-mail: osman@usm.my T. Ramayah, Associate Professor School of Management, Universiti Sains Malaysia (USM), Malaysia E-mail: ramayah@usm.my Rahim Mosahab, PhD aspect (Corresponding author) School of Management, Universiti Sains Malaysia (USM), Malaysia E-mail: rmosahab@yahoo.com Abstract The emergence of new forms of banking convey such as Internet banking, Automated Teller Machines (ATM), earpiece banking and also maturing financial market and global competition beget forced bankers to explore the importance of node loyalty. Therefore, studies need to concentrate on on the changing role of the banking system and its dynamic financial market. The underlying model of SERVQUAL (Parasuraman et al., 1988) with five dimensions was used by this look for to evaluate the impact of service quality on customer loyalty among bank customers in Penang, Malaysia with customer satisfaction mediating these variables.

The findings come on that improvement in service quality can fire customer loyalty. The service quality dimensions that play a large role in this equation are reliability, empathy, and assurance. The findings indicate that the overall respondents evaluate the bank positively, but still there are rooms for improvements. Keywords: Tangibles, Reliability, Responsiveness, Empathy, Assurance, Customer satisfaction customer loyalty 1. presentment Success of a service provider depends on the senior high quality relationship with customers (Panda, 2003) which determines customer satisfaction and loyalty (Jones, 2002 as cited by Lymperopoulos et al., 2006). Research has shown repeatedly that service quality influences... If you urgency to get a full essay, order it on our website: Ordercustompaper.com

Ordercustompaper.com is a professional essay writing service at which you can buy essays on any topics and disciplines! All custom essays are written by professional writers!