Investigating the Role of Multichannel Integration Quality and Customer Satisfaction in the Relationship between Service Quality and Customer Loyalty in the Banking Sector

Chaloei Ashrafi, Alireza; Barimani, Sogand; Amir Nejad, Mohammad Sina

doi:10.22034/jmek.2025.525020.1177

Investigating the Role of Multichannel Integration Quality and Customer Satisfaction in the Relationship between Service Quality and Customer Loyalty in the Banking Sector

Document Type : Original Article

Authors

Alireza Chaloei Ashrafi ¹

Sogand Barimani ²

Mohammad Sina Amir Nejad ³

¹ Master&#039;s Degree, Business Administration (Marketing Orientation), Sari Branch, Islamic Azad University, Sari, Iran.

² Master's Degree, Business Administration (Marketing Orientation), Sari Branch, Islamic Azad University, Sari, Iran.

³ Master's Degree, Business Management (Strategic Management Orientation), Iran University of Science and Technology, Tehran, Iran.

10.22034/jmek.2025.525020.1177

Abstract

The purpose of this study is to investigate the role of multichannel integration quality and customer satisfaction in mediating the relationship between service quality and customer loyalty within the banking sector. Based on its objectives, this research is classified as applied, and in terms of data collection and design, it follows a descriptive-survey methodology. The statistical population consists of all customers of Export Development Bank of Iran. According to Cochran's formula, a sample size of 385 respondents was selected using a convenience sampling method. The data collection tool was the standardized questionnaire developed by Alziedi (2023), which was reviewed and validated by academic advisors to ensure content validity. After collecting the questionnaires and extracting the required data, the hypotheses were analyzed using SPSS and PLS4 software. The results indicate that service quality has a positive and significant impact on customer loyalty, as well as on multichannel integration quality and customer satisfaction. Furthermore, both customer satisfaction and multichannel integration quality have a positive and significant effect on customer loyalty. Finally, multichannel integration quality and customer satisfaction partially mediate the relationship between service quality and customer loyalty in Export Development Bank of Iran.

Keywords

Multichannel Integration Quality

Customer Satisfaction

Service Quality

Customer Loyalty

Export Development Bank of Iran

Subjects