Service Quality and Customer Loyalty: Evidence from Jordanian Banks

Abstract

The purpose of this study is to investigate the role of service quality in enhancing customer loyalty in Jordanian banks. Several measurements of service quality are used in this study, such as (tangibility, reliability, responsiveness, empathy and assurance). The study developed a questionnaire which was distributed to retailing customers in Jordanian banks. To achieve the purposes of the study and to analyze the results, the study estimates simple - and multiple-linear regression models using SPSS 26. The results of the study show that there is a significant positive effect of service quality with its different measurements individually and collectively on customer loyalty in Jordanian banks. To enhance service quality, the study recommends that effective recruitment policy and training programs of banking staff be adopted by banks’ managements. This study provides some managerial implications and proposes further research directions on banking service quality.