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| Tekijä: | Sanayei, A. Moeini, H. Shafiei, M. |
| Otsikko: | Relationship between service quality, customer satisfaction and customer loyalty in Shiraz banking system |
| Lehti: | Journal of international marketing and marketing research
2008 : FEB, VOL. 33:1, p. 31-44 |
| Asiasana: | banking service quality customer relations consumer satisfaction loyalty Middle East Iran |
| Kieli: | eng |
| Tiivistelmä: | The study explores the nature of relationships btw. service quality (henceforth as: s-q.), customer satisfaction (here as: c-s.) and customer loyalty (as: c-l.) in Iranian banking system. SERVQUAL scale are used to collect research data about s-q. It is shown that s-q. is at the root of c-s., being linked to behavioural outcomes as c-l. Tangibles, empathy and reliability are shown to be significant predictors of c-l. It can be concluded that the ultimate success of any s-q. program implemented by a bank can only be reached by creation and retention of satisfied customers. The role of customer-contact (here as: c-c.) personnel is of paramount importance. Hence, banks should not ignore the specific needs of their employees, notably their c-c. personnel. |
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