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

Authors: Mohd Rizal Abdul Razak, Siong Choy Chong, Binshan Lin

Addresses: Faculty of Business and Law, Multimedia University, Jalan Ayer Keroh Lama, Institut Putra, Ayer Keroh, 75450 Melaka, Malaysia. ' Faculty of Business and Law, Multimedia University, Jalan Ayer Keroh Lama, Institut Putra, Ayer Keroh, 75450 Melaka, Malaysia. ' College of Business Administration, Louisiana State University in Shreveport, One University Place, Shreveport, LA, USA

Abstract: 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.

Keywords: customer expectations; customer loyalty; customer perceptions; customer satisfaction; local banks; Malaysia; service quality; services; banking industry.

DOI: 10.1504/IJSS.2007.011826

International Journal of Services and Standards, 2007 Vol.3 No.1, pp.18 - 38

Published online: 24 Dec 2006 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article