The mediating role of customer satisfaction and its effect on service quality-customer loyalty link

This study aims at analysing consumer perceptions towards service quality and its interrelationship with customer satisfaction and loyalty in two culturally, historically and traditionally different countries, i.e., India and Malaysia. Through a structured questionnaire, a total of 293 and 287 responses were retrieved from active bank account holders appertain to national capitals of both the countries. Research model was empirically tested using multiple regression technique. Findings indicate that Malaysian customers are more satisfied and loyal to their preferred banks than their counterparts. This research highlights key findings and meaningful insight to bank managers having essential administrative ramifications within cross cultural context. Culturally appropriate service design and appropriate marketing strategies can enhance overall service quality and satisfaction which further result in enhanced customer loyalty.