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e relationship is for the organisation. Wilson et al. (2008) mentioned that customers who are satisfied with the services offered by an organisation are likely to increase the amount of money they spend with the company. If a customer is satisfied by the bank's current account services, then it is likely that he will open a savings account with the same bank and use the bank's loan services as well.

Impacts of service quality on customer satisfaction:

Oliver (1980) was the first researcher to carry out a research on how to measure the customer satisfaction. Whereas the research of Parasuraman et al. (1985) was the first effort to measure the service quality. Oliver (1980) and Parasuraman et al. (1985) emphasized on the improvement of the standards of services to fulfil the expectations/inspirations of the customers. The research of Taylor and Baker (1994) revealed the significance of service quality and customer satisfaction. Spreng and Mackoy (1996) proposed that service quality has great impact on customer satisfaction. Zeithaml and Bitner (1996) mentioned that companies today are aware of the fact that they can compete more effectively by distinguishing themselves with respect to service quality and enhanced customer satisfaction.

Newman (2001) proposed that “the increasing competition, technology, social and cultural factors are the chief drivers of service quality initiatives”. The former further explained that in order to achieve the excellence in the terms of customer service, service quality has great significance on customer satisfaction and retention and loyalty. Palmer and Cole (1995) proposed that to gain a competitive edge in services industry service quality is the core element that helps in satisfying the needs of the customers. The research of Parasuraman et al. (1985) revealed the importance of service quality and the dimensions of service quality and its impact on customer satisfaction. Rust et al. (1995) and Jamal and Nasser (2002) proposed that service quality has great impact on customer satisfaction, retention and market share. This means that there is a relationship between service quality, customer satisfaction and retention. Zhou (2004), Rust and Oliver (1994) proposed that “a dimension specific analysis of the relationship between service quality and satisfaction is likely to provide more diagnostic value for improvement of service quality”. Parasurman, Zeithaml and Berry (1994) reported that customer satisfaction is likely to accomplish a greater level of statistical significance when both service quality and customer satisfaction have a considerable effect on repurchase intentions. Due to the competition in the banking sector all the banks are trying to improve the quality of products and services to satisfy the needs of the customers in order to retain their existing customers for the future benefits.

Customer Loyalty:

Many researchers have worked on customer loyalty. Buttle (2009) discussed that customer loyalty is defined and measured by two main approaches, first is based on the behaviour of the customer, second is based on the attitude of the customers. Behaviour loyalty can be measured by the purchasing behaviour of the customer.本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。