Perception of Service Quality Affecting Customer Loyalty of a Commercial Bank
Keywords:
Perception, Service Quality, LoyaltyAbstract
This research aimed to study the following objectives: 1) the loyalty of commercial banks clients classified by personal factors 2) the influence of service quality on clients’ loyalty to commercial banks. The samples of this study were 400 clients of one commercial bank located in four shopping malls in Bangkhen area. Convenience sampling method was used to select the sample of this study and a questionnaire was the tool used to collect data. Statistics for data analysis were: frequency, percentage, mean, standard deviation, t-test, F-test and multiple regression analysis.
The results indicate that clients with different occupations and incomes show different levels of loyalty in bank services; with a statistical significance level of 0.05. On the other hand, clients with different genders, ages and education levels do not have different levels of loyalty in bank services. Perception of service quality aspect, including tangible assurance and empathy, have effects on loyalty of bank services; with a statistically significant level of 0.01. These three aspects together can explain clients’ loyalty for 42.6 percent, whereas the other aspects of service quality (reliability and responsiveness) have no effect on clients’ loyalty. The results of this study can be applied to other service organizations and can be used as a guideline to increase customer loyalty.
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