The purpose of this paper is to investigate the management of service quality, customer loyalty and the role of relationship length in Islamic and conventional banks. Data was collected from two sectors i.e. Islamic banks and Conventional Banks within four cities of Pakistan and the questionnaires were distributed accordingly. Sample size of 400 was taken as a whole accounts 100 from Islamabad, 100 Lahore, 100 Multan and Faisal Abad each from both sectors. Regression and factor analysis of all variables were executed. T, test is applied on both sectors Islamic and conventional banks for comparisons. Results show that brand awareness has no impact on corporate image. Innovation capability has a significant impact to attract the customer towards the organization and Customer service quality is highly significant on corporate image. Customer service quality is highly significant on switching cost.
International Letters of Social and Humanistic Sciences (Volume 38)
N. Ahmad et al., "Managing Service Quality Customer Loyalty and the Role of Relationship Length", International Letters of Social and Humanistic Sciences, Vol. 38, pp. 70-81, 2014