Main Article Content
The fierce competitive environment in Malaysian banking industry has pressured the service providers into focusing on the improvement of their customers loyalty.This study aims to examine the antecedents of customer satisfaction to promote customer loyalty. This study adapted SERVQUAL model to explain the influencing factors. Hundred and one valid and reliable responses were used for data analysis. The findings suggested positive relationships between tangibility, assurance, and empathy on customer satisfaction. The relationship between customer satisfaction and customer loyalty is significantly positive. Contrary to previous findings, responsiveness and reliability are not significant in explaining customer satisfaction. This study is one of the very few studies in Malaysia and Asia to propose effective measures to enhance customer satisfaction and loyalty post COVID-19 pandemic era.
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