1985 10 dimensions of service quality can be identified reliability competence

1985 10 dimensions of service quality can be

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(1985) 10 dimensions of service quality can be identified: reliability, competence, credibility, courtesy, tangibles, comprehending the customer, responsiveness, access, security and communication (Othman Altwijrya &Muhamad Abduh, 2013, p.18). However, Berry, Bitner, and Zeithaml have discovered that service quality comprises only five dimensions such as physical tangibles, assurance, responsiveness, empathy and reliability (Ghalib Sanjuq, 2014, p.78). Tariq Saeed Mian (2014) suggests that service quality has always been defined as the most important determinant of consumer satisfaction. Floh and Treinblmaier (2006) also proved that service quality positively affected overall satisfaction. Nevertheless, Dabholcar (1995) has argued that these constructs can be overlapped in the mind of the customer if long-term relationships take place (Tariq Saeed Mian, 2014, pp.354). Meanwhile, there is a high correlation between client satisfaction and client loyalty. Tariq Saeed Mian (2014) said “A small shift in the level of client satisfaction will trigger a larger shift in
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6 CUSTOMER LOYALTY IN BANKING SECTOR IN PAKISTAN client loyalty. The findings of this research also confirm that client satisfaction has a strong correlation with client loyalty in finance sector of PAK” (p,356). Evidently, one of the additional factors that impact customer loyalty is the satisfaction that directly depends on service quality. Some studies do not find a direct relationship between service quality and loyalty (Cronin and Taylor, 1992), however, some authors state that there are significant differences in relationships between retail service quality and customer loyalty on the dimensions level (Bloemer, de Ruyter and Wetzels, 1999). Studies show that the overall experience with the service quality results in customer satisfaction, which leads to customer loyalty. Where the overall service quality is viewed as a combination of core and relational aspects. In the service literature, core and relational quality are the most basic elements of services. Where core is “what is delivered” and relational is “how it is delivered” (McDougall and Levesque, 1992, 2000). Hypothesis 2: Customer satisfaction has an impact on customer loyalty. Customer Satisfaction The second factor that influences customer loyalty is customer`s satisfaction. If the level of quality is high, it results in a higher rate of client satisfaction that conclusively leads to increase of customer loyalty. The momentous impact of customer satisfaction on customer loyalty signifies that the customers would advise this bank to other clients. Accordingly, it would increase the customer base of the bank and attract more customers by creating a basis for loyal customers who can impact others. The loyal consumers turn out to be less sensitive to changes in price. Moreover, it takes to carry out the banking operations. Banks with strong customer loyalty
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7 CUSTOMER LOYALTY IN BANKING SECTOR IN PAKISTAN increase their revenues much faster that their contestants customary do (Tariq Saeed Mian, 2014, p.356).
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