An Examination of the Mediating Role of Multichannel Integration Quality and Customer Satisfaction in the Service Quality–Customer Loyalty Relationship within the Banking Industry

Document Type : Original Article

Authors
Alireza Chaloei Ashrafi 1
Mohammad Sina Amir Nejad 2
Sogand Barimani 3
1 Master's Degree, Business Administration (Marketing Orientation), Sari Branch, Islamic Azad University, Sari, Iran.
2 Master's Degree, Business Management (Strategic Management Orientation), Iran University of Science and Technology, Tehran, Iran.
3 Master's Degree, Business Administration (Marketing Orientation), Sari Branch, Islamic Azad University, Sari, Iran.
10.22034/jmek.2025.525020.1177
Abstract
The purpose of this study is to investigate the mediating role of multichannel integration quality and customer satisfaction in the relationship between service quality and customer loyalty within the banking sector. This research is applied in terms of objective and descriptive-survey in terms of data collection. The statistical population includes all customers of Bank Saderat in Mazandaran Province. Based on Cochran's formula, a sample of 385 customers was selected using convenience sampling. The data collection tool was the standardized questionnaire by Alziedi (2023), whose content validity was confirmed by academic advisors. Data were analyzed using SPSS and SmartPLS4 software to test the hypotheses through structural equation modeling. The results indicated that service quality has a positive and significant impact on customer loyalty, multichannel integration quality, and customer satisfaction. Additionally, both multichannel integration quality and customer satisfaction have a positive and significant effect on customer loyalty. Ultimately, multichannel integration quality and customer satisfaction play a significant mediating role in the relationship between service quality and customer loyalty in Bank Saderat. Based on the findings, banks can create a seamless and consistent experience for customers by enhancing service quality and integrating physical and digital communication channels. This omnichannel approach leads to increased customer satisfaction and ultimately secures long-term customer loyalty in the competitive banking industry environment.
Keywords
Multichannel integration quality
customer satisfaction
service quality
customer loyalty
Saderat Bank
Subjects

 

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Management, Economics and Entrepreneurship Studies
Volume 6, Issue 2
Spring 2025
Pages 76-90

  • Receive Date 10 March 2025
  • Revise Date 24 April 2025
  • Accept Date 10 June 2025