UNDERSTANDING THE RELATIONSHIP BETWEEN SERVICE QUALITY DIMENSIONS AND CUSTOMER SATISFACTION AND LOYALTY

This study investigates the relationship between service quality dimensions and customer satisfaction and loyalty, focusing on the interconnections among reliability, responsiveness, assurance, empathy, tangibles, and digital experience. A correlation and regression analysis approach is employed to explore how these service quality factors contribute to customer satisfaction and loyalty. The findings reveal that personalization, security, and tangibles significantly influence customer satisfaction and loyalty, while responsiveness and digital experience show mixed effects. The study provides practical implications for service providers to optimize their service delivery strategies and enhance customer retention. Furthermore, the research highlights the importance of digital innovation and personalized services in fostering long-term customer relationships. Keywords: Correlation, Regression, Private and public sector banks, Service Quality.