Furious competition among the banks induces the owners to find out the ways to ensure the sustainability in the market and to gain competitive advantage even among competition. Thus, focus towards the customer loyalty has increased more than ever before which drew the attention of the researchers en route for the identification of the antecedents of customer loyalty. In this regard, the relationship between customer satisfaction and trust on customer loyalty has investigated in the commercial banks of Sri Lanka. The findings revealed a significant positive correlation between customer trust and loyalty; customer satisfaction and loyalty; and customer satisfaction and trust. Customer satisfaction has identified as an important influencer on customer loyalty. Further, customer trust impacted by customer satisfaction which proved that customer satisfaction is an antecedent of customer trust. Moreover, an indirect relationship between customer satisfaction and loyalty through customer trust was observed. The future studies may replicate in other service contexts and comparison of models of government and private banks will give more understanding.
Copyright: © 2018 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
