Main Article Content
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.