Service Quality Influence on Consumer Satisfaction in the Banking Sector Aimed at Sustainable Growth

Objective: The study's goal is to find out how customer satisfaction in the Malaysian banking sector is affected by high-quality service. Theoretical framework: The study also looked into how tangibility, service dependability, responsiveness, assurance, and empathy affected customer satisfaction. The SERVQUAL model, which includes tangibility, service reliability, responsiveness, assurance, and empathy, serves as the independent variables in this study. Methodology: The focus of the study's population is on Malaysia's banking industry customers and the services provided by various banks. 317 people participated in the study, and a structured questionnaire was used to collect the data. The hypothesis that was developed for the study will be put to the test using Multiple Regression Analysis. The Cronbach Alpha test was used to determine the internal reliability of the six different scales used in the study. Results and conclusions: After the study, three hypotheses were accepted, while two were rejected (Hypotheses one and five). SPSS 23 was used to analyze the data in the study. Empathy and tangibility were found to not affect customer satisfaction, according to the findings. Research implications: Participants are selected through a straightforward method of random sampling in this study. Using customer satisfaction as a moderating variable, additional studies on the relationship between service quality and customer loyalty can be conducted based on this recommendation. Customer satisfaction and loyalty can both be influenced by employee performance and employee loyalty, with service quality serving as a moderating variable. Originality/value: The study will focus on the banking sector of Malaysia. Based on data collection, the study will make use of the customer of the banking sector. This will limit the amount of data collected based on the timeframe of the study. The study will also be limited based on the process which will be adopted in the data collection process. The use of online surveys despite the many positives attached to it has some limitations. An online survey doesn't provide face-to-face interaction between the researcher and the participants.