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10 The Relationship between Service Quality, Customer Satisfaction and Customer Loyalty: An Investigation in Vietnamese Retail Banking SectorNgo Vu Minh, Nguyen Huan HuuAbstractThis study develops and empirically tests the interrelationships between Service quality, cus-tomer satisfaction, and Customer loyalty in a retail banking context. Increasingly intense com-petitiveness and fundamental changes in the business environment nowadays are forcing firms to implement a Customer -focused strategy which raises the importance of Customer -related con-structs such as Customer satisfaction, Service quality, and Customer loyalty in explaining a firm s performance. In particular, they are essential for competitiveness in industries where the ex-changes are complex and customers are closely involved in the decision-making process, such as the banking industry. In this study, first, a research model about the interrelationships between Service quality, Customer satisfaction, and Customer loyalty is suggested.
ers. Customer loyalty has usually been referred to as a consequence of all the experiences that a customer has with a service/product provider (Mascarenhas, Kesavan, & Bernacchi, 2006). The experiences might include physical interactions, emotional involvements, and value chain moments, according to Mascarenhas et al. (2006).
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