The Impact of Service Quality on Customer Loyalty: A Study of Bank Mali in Seakale City, Guilin, Iran

ABSTRACT: The speed of development, intense competition in different fields, technological developments, development of competition, globalization, and confrontation with complex and dynamic environments have led to a survival challenge for organizations. Incremental changes in the banking system of the country, and then try of private competitors in to the field of banking services, have caused bank executives to increase each customer’s share and to maintain their customers for a long time to earn higher incomes. The necessity of customer retention and turning customers into permanent and loyal ones depend on customer satisfaction with the quality of banking services, in a way that customer loyalty can increase profitability, continually reduce the cost of recruiting and advertising, be the key to business success and make it possible to address new opportunities. Service quality of the banking system and performance of the bank splay a major role in the economic development of the country. Given the importance of this issue, this study explores the impact of service quality on customer loyalty for Bank Melli, branch Siahkal, aiming toim prove the quality of banking services and customer loyalty. The statistical society of the research comprises the customers of Bank Melli, Siahkal city, and the sample is drawn from among these customers using non probability/ available sampling method. Using the collected data, research hypotheses were tested through the SPSS software; correlation coefficient and regression analyses were used to test the hypotheses; and the results indicated that there is a significant difference between the quality of banking services and customer loyalty to Bank Melli, Siahkal city.