Title: Factors leading to customer satisfaction: an empirical study of retail banking in Oman

Authors: S. Ananda; Sonal Devesh

Addresses: Postgraduate Studies and Research Department, College of Banking and Financial Studies, Muscat, Sultanate of Oman ' Postgraduate Studies and Research Department, College of Banking and Financial Studies, Muscat, Sultanate of Oman

Abstract: The banks have been focusing on customer oriented services for their sustainability and growth due to competitive environment. As banks deal with homogeneous products and services, the quality of their service play a vital role in achieving customer satisfaction. The main purpose of this paper is to explore the factors influencing the service quality of banks leading to customer satisfaction. The primary data was collected through a structured questionnaire from 152 respondents from different banks in Oman. The study used factor analysis to identify the most influencing service quality dimensions in achieving customer satisfaction. The study found that reliability, responsiveness and assurance are the most influencing service quality dimensions that lead to customer satisfaction. The study helps the Omani banks to understand customers' perception of service quality and contributes ideas to develop strategies for customer retention and acquisition.

Keywords: retail banking; service quality; customer satisfaction; customer perception; Oman.

DOI: 10.1504/IJEBR.2018.095346

International Journal of Economics and Business Research, 2018 Vol.16 No.4, pp.502 - 516

Received: 02 Sep 2017
Accepted: 21 Nov 2017

Published online: 13 Sep 2018 *

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