The Influence of Service Quality on Overall Customer Satisfaction and the Influence of Overall Customer Satisfaction on Customer Loyalty in Retail Banking in Bangkok

Abstract

The main objective of this paper is to identify the critical service quality dimensions that influence overall customer satisfaction and the influence of overall customer satisfaction on customer loyalty in Retail Banking in Bangkok. SERVPERF measurement was applied to measure service quality of Retail Banking. 400 questionnaires were employed to collect data in front of five banks and a quota sampling method was used to ensure that representatives of each bank were proportionate based on the number of bank branches in Bangkok. Regression analysis was applied to test the hypotheses for this study. The results indicated that all five- service quality dimensions; tangible, reliability, responsiveness, assurance and empathy positively influence overall customer satisfaction and there was a positive influence of overall customer satisfaction on customer loyalty in Retail Banking. Implications for practice are also presented and limitations of research and recommendations for further research are also discussed in this study.