The Mediating Role of Perceived Value on the Relationship between Service Quality and Loyalty: The Private Banking Case in Myanmar

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Aung Chan Aye
Khin Nyein Nyein Soe


This study aimed to investigate the impacts of service quality on loyalty and the mediating effect of perceived value on the relationships between service quality dimensions and loyalty of private bank users in Myanmar. Specifically, this study emphasized five dimensions of service quality, perceived value and loyalty. The quantitative research approach was used to investigate 489 valid responses collected via a questionnaire survey from the users of a private bank in Myanmar.  Multiple regression analysis was used to analyze the data. This study found that three dimensions of service quality, reliability, assurance, and empathy positively and significantly impact on loyalty and perceived value mediates the relationship between each dimension of service quality and loyalty. However, tangibles and responsiveness dimensions of service quality did not find to have significant effect on loyalty of bank customers. The findings could contribute to the service loyalty context in the aspect of service quality and loyalty. Moreover, the findings could be applied to the development of strategies to make customers satisfied and remain with the company and sustain their loyalty.


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