The Impact of Service Quality on Customers Satisfaction and Loyalty: A Case Study of Commercial Banks in Battambang City, Cambodia

This research aims to understand banks’ customers' demographic information and investigate the effects of service quality on customer satisfaction and loyalty in Battambang city, Battambang Province, Cambodia. Researchers used a quantitative approach to survey 289 customers using various bank services and employed descriptive statistics and multiple regression to analyze the data. The data analysis revealed that tangibles, assurance, reliability, and empathy have positive effects on customer satisfaction and loyalty. However, empathy does not positively affect customer satisfaction and loyalty. In addition, hypothesis testing supported hypotheses H1a, H1b, H2a, H2b, H4a, H4b, H5a, H5b, H6a and H6b. Researchers provide some recommendations to banks for their quality services to retain customers.