The Relationship between Customer Satisfaction and Customer Loyalty in the Banking Sector in Syria

Abstract

A large number of studies on customer satisfaction and customer loyalty have been conducted in marketing over the years. Customer satisfaction is a crucial factor for bank  success and it has the possibility to influence customer loyalty. From a theoretical perspective it is very important to investigate which factors influence customer satisfaction. This paper analyzes the basic factors  which affects customer satisfaction towards services of Bank. This study adopted empirical research design on the sample size of 401 respondents who were customers of different banks in Syria. Data is collected through survey questionnaires related to customer expectation ,price fairness , customer satisfaction and customer loyalty towards services of banks . Data is analyzed by using AMOS 18. The research reviews the current academic marketing literature and tries to identify antecedents of customer satisfaction and customer loyalty. The findings from this study also provide important managerial implications.

Keywords: bank, customer satisfaction, customer loyalty.