Measuring the Impact of Traditional Banking Services Quality on Customer Loyalty by Using Structural Equation Modeling: An Applied Study on Public Banks in Syria

الملخص

This study aimed at identifying the impact of traditional banking services quality on customer loyalty within public banks in Syria, it also aimed at measuring each of traditional banking services quality and customer loyalty in the public banks. In order to achieve the research objectives, a questionnaire was designed consisting of field covering dimensions of a traditional banking services quality scale developed by this study. In addition to a field specific to customer loyalty.

The study adopted the descriptive method, where few hypotheses are developed and tested by Structural equation modeling (SEM) using SPSS 20 and AMOS 24 packages.

The study results show a positive significant correlation between traditional banking services quality and customer loyalty, also that traditional banking services quality positively affects customer loyalty.Furthermore, traditional banking services quality seems to be moderate in Public banks .Likewise, the customer Loyalty is moderate.