Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Customer Satisfaction, Service Quality, Consumer Demographics and Word of Mouth Communication Perspectives Evidence From The Retail Banking in United Arab Emirates

Author(s): Vimi Jham

This study considers variables of customer satisfaction, quality of services and consumer demographics as essential antecedents for Word of Mouth communications in the banking sector. A mixed method research with systematic probability sampling was used in this study to draw the list of respondents. The study considered three antecedents to service quality, which are satisfaction with traditional facilities, internal marketing and multichannel banking. The relationship between the constructs was established with (PLS) path modeling. The outcome of the results show that satisfaction with service quality is dependent on satisfaction with various banking services creating positive word of mouth communication and consumer demographics play no role in this process. Therefore, the findings of this research support the above observations that banks should consider the quality of service they provide to the customers as an opportunity to acquire new customers. It also re enforces the fact that the employee’s needs to be trained on regular basis to result in customer satisfaction.

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