ASSESSING THE MEDIATING EFFECT OF CUSTOMER SATISFACTION IN THE RELATIONSHIP BETWEEN SERVICE QUALITY AND CUSTOMER LOYALTY IN THE BANKING SECTOR(UMB)
ASSESSING THE MEDIATING EFFECT OF CUSTOMER SATISFACTION IN THE RELATIONSHIP BETWEEN SERVICE QUALITY AND CUSTOMER LOYALTY IN THE BANKING SECTOR(UMB)
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Date
2022
Authors
COMFORT, OFORI
7201780004
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Abstract
The main aim of this research is to examine the mediating effect of customer satisfaction in the relationship between service quality and customer loyalty in the banking sector (UMB). The study employed quantitative research with explanatory study. The sample of the current study was 150 respondents from Universal Merchant Bank (UMB) in the Ashanti Region of Ghana. The study was conducted in the form of a survey, with data being gathered via questionnaire. Multiple regression analysis were used to the hypotheses testing. The study identified that customer satisfaction has a mediating effect on both service quality and customer loyalty.