SERVICE QUALITY AND BRAND EQUITY AFFECTING NON-BANK USER SATISFACTION IN BEIJING, CHINA

Abstract

This research aims to examine service quality and investigate brand equity, which affect customer satisfaction among non-bank service users in Beijing, China. The sample comprised 249 non-bank service users. The questionnaire was administered to collect data using a convenient sampling method. Data analysis involved F-tests, t-tests, and multiple regression analysis. The results revealed that both service quality and brand equity had a statistically significant effect on non-bank user satisfaction in Beijing, China, at the 0.05 significance level, with predictive powers of 51.2% and 51.3%, respectively.