Title: Service recovery: the moderating role of customer loyalty in the context of Moroccan retail banking

Authors: Fatima Zahra Bendriouch; Sara Dassouli; Harit Satt; Mohammed Amine Almechatt; Sara Katona

Addresses: School of Humanities and Social Sciences, Al Akhawayn University, Ifrane, Morocco ' Faculté des Sciences Juridiques, Économiques, et Sociales de Fès, Université Sidi Mohammed Ben Abdellah, Fes, Morocco ' School of Business Administration, Al Akhawayn University, Ifrane, Morocco ' School of Business Administration, Al Akhawayn University, Ifrane, Morocco ' School of Business Administration, Al Akhawayn University, Ifrane, Morocco

Abstract: To study the impact that each of service quality and service recovery have on both customer satisfaction and customer loyalty in the retail banking system of a developing country. Research on the impact of service recovery on customer loyalty exists within customer recovery literature. In banking, we found no specific research addressing the function of service recovery as a moderator of the relationship between service quality and customer satisfaction, on the one hand and customer loyalty on the other. The validity of our measurement and structural model is confirmed by the findings of our statistical analyses. Our findings suggest that there is a significant link between service quality, customer satisfaction, and customer loyalty. Bank managers should be aware that they need to invest greatly in the recovery service procedures in order to increase customer loyalty and satisfaction despite the customer experiencing a service default.

Keywords: service recovery; service quality; customer satisfaction; customer loyalty; moderating role; retail banking.

DOI: 10.1504/IJLEG.2023.135451

International Journal of Logistics Economics and Globalisation, 2023 Vol.10 No.3, pp.209 - 236

Received: 25 Oct 2022
Accepted: 22 Mar 2023
Published online: 13 Dec 2023 *

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