A Study on Service Attribute Factors Affecting Customer Satisfaction and Loyalty- Government Commercial Banks in Batticaloa District

Abstract

Customer satisfaction and loyalty remain key issues of marketing scholars and marketers and will remain so in the future. There is considerable evidence that customer satisfaction and loyalty depend on service quality and lead to the higher profitability of the business. Quality in service can be determined by the extent to which customers’ needs and expectations can be satisfied (Banerjee, 2012). Main purpose of this study is to examine to what extent Government Commercial Banks in Batticaloa District to make customers satisfaction and loyalty a special focus of its basic banking service, advanced banking service and cost & prestige issues of service received. Researcher adopted quantitative methodology and structured questionnaires for data collection. Descriptive statistics were used for data analysis. Results showed that there is a significant relationship observed among advanced service, cost & prestige and customer satisfaction. There is an insignificant relationship observed between basic service and customer satisfaction and finally a positive significant relationship observed between customer satisfaction and customer loyalty relationship.

Key Words: Customer Satisfaction; Government Commercial Bank; Customer Loyalty