Services Quality and Customer Satisfaction as Antecedents of Corporate Image: A Study of Banking Sector

Abstract

This paper deciphers the quality of the service and satisfaction of the customers as two antecedents of corporate image in the context of banking sector. A total of 324 banking customers as respondents completed the questionnaire. Pearson Correlation analysis indicated that there exists a direct positive effect of service quality and customer satisfaction on corporate image. Multiple Linear Regression highlighted customer satisfaction as a stronger predictor of corporate image compared to service quality in the banking sector. The possible limitations, interpretations, and implications for marketing/banking professionals are also discussed.