CAUSAL EFFECTS OF SERVICE QUALITY ON CHINA MERCHANTS BANK BRAND LOYALTY THROUGH CONSUMER CUSTOMER SATISFACTION

Abstract

"The objective of this study was (1) to study the service quality that affects the customer loyalty of China Merchant's Bank; (2) to study the service quality that affects the customer satisfaction of China Merchant's Bank; (3) to study the customer satisfaction that affects the customer loyalty of China Merchant's Bank; and (4) to study the indirect effect of service quality that affects the customer loyalty of China Merchant's Bank through customer satisfaction. The result found that service quality directly affects customer satisfaction, with an impact coefficient of 0.865. Service quality and customer satisfaction directly affect customer loyalty, with impact coefficients of 0.548 and 0.335, respectively, and service quality indirectly affects customer loyalty by influencing customer satisfaction. The indirect impact is 0.290, resulting in a service quality of 0.838. Customer satisfaction is a partial mediator in this model. "