How does Service Characteristics and Corporate Social Responsibility Matters in Customer Retention and Bank Reputation: An Evidence from the Banks of Pakistan

Abstract

Previously very few studies examining the connection among service quality dimensions and performance of the company in the service industry especially in Pakistan.  In Pakistan's banking business, the link between consumer expectations and perceptions of service quality features, as well as assessing their impact on customer retention and bank reputation, is still unclear. The major goal of this investigation is to determine the connection and causal influence of service quality characteristics on customer retention and bank reputation through the mediating effect of customer trust and relationship quality. In order to conduct this research a sample size of 350 will be used to fulfill the requirement of the research. Out of 350 questionnaire researcher received 338 responses the researcher neglect 23 responses because he found extreme abnormal rate of response and researcher found 315 acceptable responses. After data collection, the researcher uploaded data from questionnaire replies to Statistical Package for the Social Sciences (SPSS) 24 software for reliability analysis, frequency tables, descriptive statistics (Mean, Median, Mode, Variance, Standard Deviation, and Range) and correlation. After that researcher check the validity and hypotheses testing by using Analysis of moment structure (AMOS) 23. The current study to explain that there is favorable connection among service quality dimensions and CSR on customer retention and bank reputation. However, the study examines that customer trust and relationship quality had a positive mediating role between service quality dimensions and CSR on customer retention and bank reputation.