The Relationship between Service Quality, Customer, Satisfaction, Trust, and Commitment: A Case Study of Fudian Bank's Customers in Kunming, Yunnan, China

Main Article Content

Ma Jiali

Abstract

This research aims to investigate the relationships among four variables (service quality, customer satisfaction, trust and commitment) to enhance the understanding of the factors that affect the commitment of customers to a bank, in this case, the Fudian Bank in Kunming, China. The data was collected from 399 respondents by using the non-probability sampling procedure. The research outcomes reveal that technical quality (in term of employees’ technical ability, employees’ knowledge, technical solutions, computerized systems, and machine quality), functional quality (in terms of employees behavior, attitude, accessibility, appearance, customer conduct, internal relationship, and service- mindedness) have a statistically significant influence on customer satisfaction and trust. Moreover, both customer satisfaction and trust toward the bank is proven to be positively associated with commitment.

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Author Biography

Ma Jiali

Ma Jiali recently graduated from Assumption University, Graduate School Business. This research was completed under the supervision of Assistant Professor Sirion Chaipoopirutana.