The Impact of SERVQUAL Model and Subjective Norms on Customer?s Satisfaction and Customer Loyalty in Islamic Banks: A Cultural Context

Abstract

The purpose of this study was to extend the SERVQUAL model with subjective norms and to investigate the customer satisfaction and customer loyalty in Islamic Banks. This study has used survey method where data was collected from 500 respondents through a questionnaire survey. Structural equation model (SEM) was applied to check the hypothesis relationship between proposed constructs. Finding revealed that the extended model has significant impact on customer satisfaction and customer loyalty in Islamic banks of Palestine. Furthermore, this study unearths certain areas that were not previously discussed in Arab cultural context such as subjective norms. The findings of this study will be helpful for managers and policy makers to improve the service quality in Islamic Banks of Palestine. Extension of this study in other developing countries is recommended as this study was contextualized in Palestinian cultural context.