Template-Type: ReDIF-Article 1.0
Author-Name: Alireza Chaloei Ashrafi
Author-Name-First: Alireza
Author-Name-Last: Chaloei Ashrafi
Author-Email: alirezachaloei39@gmail.com
Author-Workplace-Name: Master's Degree, Business Administration (Marketing Orientation), Sari Branch, Islamic Azad University, Sari, Iran.
Author-Name: Mohammad Sina Amir Nejad
Author-Name-First: Mohammad Sina
Author-Name-Last: Amir Nejad
Author-Email: sina.amirnejad1997@gmail.com
Author-Workplace-Name: Master's Degree, Business Management (Strategic Management Orientation), Iran University of Science and Technology, Tehran, Iran.
Author-Name: Sogand Barimani
Author-Name-First: Sogand
Author-Name-Last: Barimani
Author-Email: sogandbrm@gmail.com
Author-Workplace-Name: Master's Degree, Business Administration (Marketing Orientation), Sari Branch, Islamic Azad University, Sari, Iran
Title: The Role of Multichannel Integration Quality and Customer Satisfaction in the Relationship between Service Quality and Customer Loyalty in the Banking Sector
Abstract: This study aims to investigate the role of multichannel integration quality and customer satisfaction in the relationship between service quality and customer loyalty within the banking sector. The research is applied in nature and descriptive-correlational in method. The statistical population includes all customers of Export Bank, and based on Cochran's formula, a sample size of 385 individuals was selected using convenience sampling. The data collection tool is a standardized questionnaire adapted from Alziedi (2023), which was validated by academic supervisors. Data were analyzed using SPSS and SmartPLS4 software. Findings indicate that service quality has a positive and significant effect on customer loyalty, multichannel integration quality, and customer satisfaction. Additionally, customer satisfaction mediates the relationship between service quality and customer loyalty. Furthermore, multichannel integration quality also plays a mediating role in enhancing customer loyalty through an integrated experience. The results support the importance of omnichannel strategies in modern banking, emphasizing seamless interactions across multiple channels to improve customer experience, satisfaction, and ultimately loyalty. This research contributes to both theoretical understanding and practical implications for banking managers seeking to enhance customer relationships through digital transformation and integrated service delivery.
Classification-JEL: JEL
Keywords: Service Quality; Multichannel Integration Quality; Customer Satisfaction; Customer Loyalty; Banking Sector
Journal: International Journal of Resistive Economics
Pages: 15-22
Volume: 12
Issue: 2
Year: 2024
Month: April
DOI: 10.22034/oajre.2025.525026.1112
File-URL: https://www.oajre.ir/article_221950_16c466ce74b6b87acdf4e1e59a522fb2.pdf
File-Format: Application/pdf
File-Function: Full text
File-URL: https://www.oajre.ir/article_221950.html
File-Format: text/html
File-Function: Abstract page
Handle: RePEc:trd:journl:221950