The Influences of Service Quality Dimensions, Corporate Image and Customer Satisfaction on Customer Loyalty towards a Commercial Bank in Myanmar

Article Sidebar

PDF
Published: Sep 30, 2020
Keywords:
service quality dimensions company image customer satisfaction customer loyalty commercial bank

Main Article Content

Komm Pechinthorn
International College of Rajamangala University of Technology Krungthep
Kyawt Shinn Thant Zin

Abstract

The objectives of this research are to analyze the investigations on different variables of service quality dimensions, company image and customer satisfaction on customer loyalty towards AYARWADDY Bank (AYA), a commercial bank in Mandalay, Myanmar. Recently, the banking industry has become a significant performer for society and is very important for the customers’ daily lives. Hence, the stable financial system can enhance the development of the country. Moreover, it is evident that the banking system around the world is complex, big and interconnected with every other sector of the economy and also an important factor for GDP growth. In Myanmar, the situation is identical as well. In order to survive in an extremely competitive industry, banks not only have to focus on attracting new customers but also on maintaining their existing customers. Therefore, customer loyalty has become the key to live up to in current competitive advantages. For this study, questionnaires were distributed to 400 people who have had an experience of using this bank. Simple and multiple linear regression models were used in order to test the validity and relevant hypotheses. The main findings are that company image has a strong impact on customer satisfaction. In addition, both company image and customer satisfaction have a strong impact on customer loyalty

Article Details

How to Cite
Pechinthorn, K., & Thant Zin, K. S. . (2020). The Influences of Service Quality Dimensions, Corporate Image and Customer Satisfaction on Customer Loyalty towards a Commercial Bank in Myanmar. University of the Thai Chamber of Commerce Journal Humanities and Social Sciences, 40(3), 155–170. Retrieved from https://so06.tci-thaijo.org/index.php/utccjournalhs/article/view/239912
Issue
Vol. 40 No. 3 (2020): July - September 2020
Section
Research Articles

ลิขสิทธิ์ของบทความ

ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน

 

References

Andreassen, T. W., & Lindestad, B. (1998). Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9(1), 7-23.

Amin, M. (2016). Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty. International Journal of Bank Marketing, 34(3), 280-306.

Arasli, H., Mehtap, S. S., & Katircioglu, S. T. (2005). Customer service quality in the Greek Cypriot Banking Industry. Managing Service Quality, 15(1), 41-56.

Back, K. J. (2012) Impact-range performance analysis and asymmetry analysis for improving quality of Korean food attributes. International Journal of Hospitality Management, 31(2), 535-543.

Boehmer, J., & Lacy, S. (2014). Sport news on facebook: The relationship between interactivity and readers’ browsing behavior. International Journal of Sport Communication, 7(1), 1-15.

Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811-828.

Coetzee, J., Van Zyl, H., & Tait, M. (2013). Perception of service quality by clients and contact-personal in the South African retail banking sector. Southern African Business Review, 17(1), 1-22.

Davies, G., Chun, R., Da Silva, R., & Roper, S. (2003). Corporate reputation and competitiveness, London, England: Routledge.

De Jager, J., & du Plooy, T. (2007). Measuring tangibility and assurance as determinants of service quality for public healthcare in South Africa. Acta Commercii, 7(1), 96-111.

El Saghier, N., & Nathan, D. (2013). Service quality dimensions and customers’ satisfactions of banks in Egypt. In Proceedings of 20th International Business Research Conference, 4 - 5 April 2013, Dubai, UAE (pp.1-13). Berwick, Australia: World Business Institute.

Ennew, C., & Waite, N. (2013). Financial services marketing: An international guide to practice (2nd ed.). New York, NY: Routledge.

Hussain, R., Nasser, A. A., & Hussain, Y. K. (2015). Service quality and customer satisfaction of a UAE-based airline: An empirical investigation. Journal of Air Transport Management, 42(1), 167- 175.

Khalifa, G. S. A. (2018). The Egyptian Hotels, where in the competitive environment? competitive strategies and market orientation and its impact on customer loyalty: The mediating role of operational performance. International Journal of Management and Human Science, 2(4), 60–72.

Khan, M. S. N., Hassan, M. K., & Shahid, A. I. (2007). Banking behaviour of Islamic bank customers in Bangladesh. Journal of Islamic Economics, Banking and Finance, 3(2), 159-194.

Krishnamurthy, R., SivaKumar, M. A. K., & Sellamuthu, P. (2010). Influence of service quality on customer satisfaction: Application of SERVQUAL model. International Journal of Business and Management, 5(4), 117-124.

Lau, M. M., Cheung, R., Lam, A. Y., & Chu, Y. T. (2013). Measuring service quality in the banking industry: A Hong Kong based study. Contemporary Management Research, 9(3), 263.

Lewis, B. R., & Soureli, M. (2006). The antecedents of consumer loyalty in retail banking. Journal of Consumer Behavior, 5(1), 15-31.

Lovelock, C., & Wirtz, J. (2011). Services marketing: People,tTechnology,strategy (7th ed.). Essex,England: Pearson Education.

Malik, M. E., Ghafoor, M. M., & Hafiz, K. I. (2012). Impact of brand image, service quality and price on customer satisfaction in Pakistan telecommunication sector. International Journal of Business and Social Science, 3(23), 123-129.

Molina-Azorín, J. F., Tarí, J. J., Pereira-Moliner, J., López-Gamero, M. D., & Pertusa-Ortega, E. M. (2015). The effects of quality and environmental management on competitive advantage: A mixed methods study in the hotel industry. Tourism Management, 50, 41–54.

Munusamy, J., Chelliah, S., & Mun, H. W. (2010). Service quality delivery and its impact on customer satisfaction in the banking sector in Malaysia. International Journal of Innovation, Management and Technology, 1(4), 398-404.

Ogba, I, E., & Tan, Z. (2009). Exploring the impact of brand image on customer loyalty and commitment in China. Journal of Technology Management in China, 4(2), 132-144.

Onyancha, G. K. (2013). The impact of bank brand image on customer satisfaction and loyalty: A case of Kenya commercial bank. European Journal of Business and Management, 5(21), 35- 39.

Osman, Z., Mohamad, L., & Mohamad, R. K. (2015). An empirical study of direct relationship of service quality, customer satisfaction and bank image on customer loyalty in Malaysian commercial banking industry. American Journal of Economics, 5(2), 168-176.

Sarker, M. A. A. (1999). Islamic banking in Bangladesh: Performance, problems, and prospects.International Journal of Islamic Financial Services, 1(3), 15-16.

Selvakumar, J. J. (2015). Impact of service quality on customer satisfaction in public sector and private sector banks. Purushartha: A Journal of Management, Ethics and Spirituality, 8(1), 1-12.

Seth, N., Deshmukh, S. G., & Vrat, P. (2004). Service quality models: A review. International Journal of Quality and Reliability Management, 22(9), 913-949.

Shanka, M. S. (2012). Bank service quality, customer satisfaction and loyalty in Ethiopian banking sector. Journal of Business Administration and Management Sciences Research, 1(1), 1-9.

Vyas, V., & Raitani, S. (2014). Drivers of customers’ switching behavior in Indian banking industry.International Journal of Bank Marketing, 32(4), 321-342.

Wang, C. Y. (2010). Service quality, perceived value, corporate image, and customer loyalty in the context of varying levels of switching costs. Psychology and Marketing, 27(3), 252-262.

Wang, I. M., & Shieh, C. J. (2006). The relationship between service quality and customer satisfaction: The example of CJCU library. Journal of Information and Optimization Sciences, 27(1), 193-209.

Wu, C. C. (2011). The impact of hospital brand image on service quality, patient satisfaction and loyalty. African Journal of Business Management, 5(12), 4873-4882.

Wu, Y. C., Tsai, C. -S., Hsiung, H. -W., & Chen, K. Y. (2015). Linkage between frontline employee service competence scale and customer perceptions of service quality. Journal of Services Marketing, 29(3), 224-234.

Yavas, U., Bilgin, Z., & Shemwell, D. J. (1997). Service quality in the banking sector in an emerging economy: A consumer survey. International Journal of Bank Marketing, 15(6), 217-223.

Zameer, H., Tara, A., Kausar, U., & Mohsin, A. (2015). Impact of service quality, corporate image and customer satisfaction towards customers’ perceived value in the banking sector in Pakistan. International Journal of Bank Marketing, 33(4), 442-456.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Service marketing: Integrating customer focus across the firm (6th ed.). New York, NY: McGraw-Hill.