Abstract:
Currently, competition in the banking is growing. Thifrequires each bank to retain
existing customers and add new customers. Of course, customer satisfaction is the
main factor that can keep customers aflozJ and not move to another bank. Customer
satisfaction is one of the main goals for every bank. Because it will add value for the
bank itself if the consumer is satisfied with the brand image of the bank. To maintain
customer satisfaction & Customer loyalty one way that needs to be addressed is to
improve the quality both in terms of service and completeness of the facilities that
must be adjusted to the needs of the customer.
The objective of the research is to identify the relationship among Service Quality,
Brand Image, and Customer Satisfaction & Customer Loyalty of b"ank customers in
Galle district. Structured questionnaire was used as the method of data collection and
selected 300 licensed commercial banks' customers (Bank of Ceylon, People's Bank,
Commercial Bank and Sampath Bank) in Galle area as the sample of this study.
Convenience sampling method used to make the sampling frame and quantitative
research approach used for this study. The data were analysed using descriptive
statistics, correlation and regression analysis. The questionnaire consisted with fivepoint Likert scaling questions to analyze the relationship between the variables. Here,
the researcher adopts correlation analysis and Mediating analysis to test the research
questions. The results indicated that there has a positive relationship among Service
Quality,Brand Image,Customer Satisfaction and Customer Loyalty. This implies that
when customers feel satisfied then certainly they will also have a loyalty to the
banking services. This study proposes that banking managers should strive to keep and
maintain the positive service quality and brand image of banks in order to enhance
customer satisfaction and loyalty. Furthermore, a comprehensive discussion on the
results referring to literature, managerial implications of the study findings, and further
research areas have been discussed in the latter part ofthis paper.
