Moderating Role of Customer Satisfaction on the Relationship between Service Quality, Locational Convenience, Interpersonal Relationship and Customer Loyalty: Evidence from Banking Sector of Pakistan

Content Provider	Semantic Scholar
Copyright Year	2018
Abstract	Customer loyalty is valuable for the survival and profitability of the organization. This paper aims to design a model for determining customer loyalty in the banking sector of Pakistan. The competition in the banking sector is continuously increasing. This study chooses to analyse the impact of service quality, interpersonal relationship, and locational convenience on customer loyalty where satisfaction plays a moderating role among them. Descriptive and analytic research is carried out through a survey design. Data is collected from respondents having accounts in commercial banks located in Rawalpindi and Islamabad. A questionnaire consisting of standardized five point likert scale is selfadministered. SPSS software is used to analyse the data. The result of the study indicates that service quality has significant and positive impact on customer loyalty while locational convenience and interpersonal relationships have no significant impact. It is also shown that customer satisfaction does not moderate the relationship between the explanatory variables and customer loyalty. Implications for organizational managers have been suggested along with limitations of the study. Recommendations for future research have also been given.
File Format	PDF HTM / HTML
Alternate Webpage(s)	http://ieomsociety.org/dc2018/papers/129.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article