SERVICE QUALITY AND CUSTOMER LOYALTY: THE MEDIATING ROLE OF CUSTOMER SATISFACTION IN THE BANKING SECTOR

Abstract

The purpose of this research is to evaluate customer loyalty in Sri Lanka's banking sector based on service quality perceptions through customer satisfaction. This is an empirical study that is heavily reliant on primary data gathered through a well-structured questionnaire. The study found that Customer loyalty to bank services is influenced by a variety of factors, which mainly include service quality and customer satisfaction. Further, customer satisfaction mediates the relationship between service quality and customer loyalty in the banking services. In addition to that, the fulfillment of both requirements is essential for gaining and maintaining customer loyalty, which in turn is essential for achieving competitive advantage. Service quality and customer satisfaction have a strong impact and a strong association with the customer loyalty.