The Role of Multichannel Integration Quality and Customer Satisfaction in the Relationship between Service Quality and Customer Loyalty in the Banking Sector

Chaloei Ashrafi, Alireza; Amir Nejad, Mohammad Sina; Barimani, Sogand

doi:10.22034/oajre.2025.525026.1112

The Role of Multichannel Integration Quality and Customer Satisfaction in the Relationship between Service Quality and Customer Loyalty in the Banking Sector

Document Type : Original Article

Authors

Alireza Chaloei Ashrafi ¹

Mohammad Sina Amir Nejad ²

Sogand Barimani ³

¹ Master's Degree, Business Administration (Marketing Orientation), Sari Branch, Islamic Azad University, Sari, Iran.

² Master's Degree, Business Management (Strategic Management Orientation), Iran University of Science and Technology, Tehran, Iran.

³ Master's Degree, Business Administration (Marketing Orientation), Sari Branch, Islamic Azad University, Sari, Iran

10.22034/oajre.2025.525026.1112

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.

Keywords

Service Quality

Multichannel Integration Quality

Customer Satisfaction

Customer Loyalty

Banking Sector