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Service recovery: the moderating role of customer loyalty in the context of Moroccan retail banking

2023; Volume: 10; Issue: 3 Linguagem: Inglês

10.1504/ijleg.2023.135451

1741-5381

Fatima Zahra Bendriouch, Sara Dassouli, Harit Satt, Mohammed Amine Almechatt, Sara Katona,

Customer Service Quality and Loyalty

To study the impact that each of service quality and service recovery have on both customer satisfaction and customer loyalty in the retail banking system of a developing country. Research on the impact of service recovery on customer loyalty exists within customer recovery literature. In banking, we found no specific research addressing the function of service recovery as a moderator of the relationship between service quality and customer satisfaction, on the one hand and customer loyalty on the other. The validity of our measurement and structural model is confirmed by the findings of our statistical analyses. Our findings suggest that there is a significant link between service quality, customer satisfaction, and customer loyalty. Bank managers should be aware that they need to invest greatly in the recovery service procedures in order to increase customer loyalty and satisfaction despite the customer experiencing a service default.