Isoh, A.V.N, Ekanu, E and Fofanah, S.A 
ORCID: 0000-0002-9191-7484
(2020)
'Modeling a framework on the impact of service quality on customers’ satisfaction and service loyalty in selected commercial banks in Cameroon.'
Contemporary Marketing Research Journal, 7 (1).
Abstract
The increasing importance of customers’ loyalty and service quality remain indispensable factors toward sustainable market competition. This study seeks to assess the impact of service quality on customer satisfaction and service loyalty in selected mainstream commercial banks operating in Cameroon. A conclusive case study research design consisting of 331 active clients of both the United Bank of Africa (UBA) and the National Financial Credits (NFC) bank of Cameroon were purposely sampled. Data for the study was sourced using closed-structured questionnaires with the adoption of The SERVQUAL model for variables identification. Structural Equation Modeling was used to analyze for both the direct and indirect relationships among research variables. The analysis was completed using SPSS 24 and Amos 24 statistical packages. The results revealed that; service tangible and service empathy have a significant positive impact on service loyalty; service empathy is positively related to customer satisfaction and similarly, service quality has a positive significant impact on customer satisfaction whereas, service tangibles has an insignificant impact on customers satisfaction. It was further proven that customer satisfaction has a positive significant mediating effects on the relationship between service quality and service loyalty. The study, therefore, concludes that customer satisfaction and service loyalty are both being influenced by service tangibles and service empathy. Finally, this study contributes to the modeling of empirical evidence on the impact of service quality on customer satisfaction and service loyalty in Cameroon’s mainstream commercial banking sector.
| Item Type: | Article |
|---|---|
| Keywords: | service quality, customer satisfaction, service loyalty, SERVQUAL, SEM |
| Divisions: | Bath Business School |
| Date Deposited: | 13 Feb 2025 14:52 |
| Last Modified: | 13 Feb 2025 14:52 |
| ISSN: | 5733 – 7154 |
| URI / Page ID: | https://researchspace.bathspa.ac.uk/id/eprint/16878 |
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