The impacts of service quality and perceived value on customer loyalty towards private commercial banks in Bangladesh : customer satisfaction as the mediating role

Abstract

Bangladesh’s economy being a small one is home to a huge number of private commercial banks offering homogenous products giving rise to fierce competition within the industry. Gaining substantial customer loyalty can help bank companies survive the competition in the industry. This study tried to examine the impact of service quality and perceived value on customer loyalty as the products of the mediating role of customer satisfaction. A structured questionnaire embodying the five-point Likert scale was developed and disseminated among 400 customer respondents chosen proportionately according to the number of branches operating in four administrative divisions in Bangladesh under eight bank companies belonging to different four generations.367 responses were found to be usable. The structural equation modelling (SEM) was used by resorting to Statistical Package for Social Science (SPSS) and Analysis of Moment Structures (AMOS). This study reveals that service quality, perceived value, and customer satisfaction positively influence customer loyalty and that the positive impacts are significant. Additionally, this study suggested that private commercial banks in Bangladesh ought to continually gratify customers by ensuring the quality of service and enhancing perceived value, thereby gaining customer loyalty. Since service quality is indispensable for attaining customer satisfaction and thereby winning their loyalty, and in line with this the study suggests that the customers be dealt with core service, tangibles, service delivery, reliabilities, and competencies to raise their level of contentment and persuade them to revisit private commercial banks. Again, the dimensions of perceived value which include functional, emotional, and social be addressed towards reproducing experience in customers’ favour and convincing customers to stay with the banks. As the implication, this study highlighted to the scholars and professionals in the banking industry may resort to the findings of the study for having a better understanding of how the different relevant factors give rise to customer satisfaction, which in turn creates customer loyalty, and how they influence each other as well. The outcomes of the study will assist the practitioners in which innovative and distinctive marketing strategies are to be devised to enhance customer loyalty.