Service quality of a local Malaysian bank: customers' expectations, perceptions, satisfaction and loyalty

This study attempts to measure the service quality of a local Malaysian bank and its impact on customer satisfaction, as well as on customer loyalty, using self-reporting questionnaires. About 200 customers of the bank at four branches in the State of Melaka, Malaysia, participated in the research. The gap analysis carried out found pervasive evidence of negative disconfirmation. The study also confirmed the linkages between service quality and customer satisfaction and between service quality and loyalty. Based on the findings and interviews with the bank's management representative, this study recommends measures that the bank can initiate to improve the service quality, enhanced satisfaction and loyalty of customers.

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