HİZMET KALİTESİ VE MÜŞTERİ BAĞLILIĞI: MÜŞTERİLERİN KÂBİLDEKİ ÖZEL BANKACILIK HİZMETLERİ ALGISI ÜZERİNE BİR ARAŞTIRMA.

The aim of this study is to determine which of the service quality dimensions have an effect on customer loyalty in the banking sector. A non-random convenience sampling method was used to conduct a face-toface and online survey with (n=395) Afghan private bank customers in Kabul, Afghanistan. The research hypotheses were examined using the structural equation model (SEM). Based on the findings of the SEM, it was determined that the quality of service has an impact on customer loyalty. The explanation of the effect of service quality dimensions on customer loyalty with a value of 78% proves that service quality is an important tool in creating customer loyalty. In terms of the dimensions of service quality, it was found that the effect of physical evidence and empathy on customer loyalty was significant and positive. On the other hand, the effect of reliability, responsiveness, assurance, and ATM on customer loyalty was not significant. [ABSTRACT FROM AUTHOR]