ISSN E 2410-3500

Effect of Service Quality, Brand Image, Perceived Value on Customer Satisfaction and Loyalty in the Chinese Banking Industry

Vol. 6, Issue 3, PP. 24-30, March 2019

Keywords: Customer Satisfaction, brand image, customer loyalty, perceived value, service quality, China. Banking Industry

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The key objective of the research was to find relationships between service quality, brand image, perceived value Customer satisfaction and customer loyalty in the Chinese banking industry. In order to collect the data questionnaire was distributed among the general public of Nanjing, Jiangsu province in China living in different locations. Total 170 responses were collected from the respondent. Moreover, structural equation modeling was utilized to test the proposed hypotheses. The findings revealed that perceived value, service quality and brand image have a significant impact on customers satisfaction and loyalty, as well as customer satisfaction had a positive relationship with customer loyalty. With the purpose of making customers satisfied and loyal the organization must focus on offering them the product on fair price, providing better service quality and creating the better brand image. This research investigates how people of Nanjing, China react to different kinds of benefits provided by the organization on their purchase. This study covers a residence of Nanjing living in different locations. In the future research a bigger sample size and different geographical area should be focused.

Shahzad Anwar: School of Economics & Management. Nanjing University of Aeronautics & Astronautics,

Li Min: School of Economics & Management. Nanjing University of Aeronautics & Astronautics,

Gulam Dastagir: School of Economics & Management. Nanjing University of Aeronautics & Astronautics,

Shahzad Anwar Li Min Gulam Dastagir "Effect of Service Quality Brand Image Perceived Value on Customer Satisfaction and Loyalty in the Chinese Banking Industry" International Journal of Business Economics and Management Works Vol. 6 Issue 3 PP. 24-30 March 2019.

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