The influence of culture on service quality leading to customer satisfaction and moderation role of type of bank

Abstract

Purpose Considering the importance of current Libyan business environment, this paper aims to understand the influence of culture on perceived service quality that leads to customer satisfaction in the Libyan banking industry. In addition, it would be interesting to explore which type of banks, e.g. public or private banks, moderate the relationship between perceived service quality and customer satisfaction. Design/methodology/approach The data were collected from the customers who are receiving services from the top three private and top three public banks in the cities of Tripoli and Misurata, Libya. About 329 samples were obtained and Smart PLS was used for the statistical analysis. Findings The results show that perceived service quality is strongly predicted by collectivism, masculinity and uncertainty avoidance. Perceived service quality also leads to customer satisfaction among the Libyan banking customers. Further, public bank is more concerned on customer satisfaction compared to private banks. Practical implication The research has greater implication for the Middle-Eastern bank managers who are pursuing possibilities of newer business strategies. Originality The study provides an interesting viewpoint of the banking service in Libya, especially in the economic uncertainty post-war and political instability. Its focus on culture as a strong influence to the delivery of service quality in such context is admirable especially in relation with the embedded Islamic culture.

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Structural Equation Modelling the Interrelationships between Service Quality, Customer Satisfaction and Behavioural Intention among Maldivians seeking Medical Tourism Services

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“…Aljumah et al, (2020) found that service quality affects customer satisfaction among foreigners in Malaysian medical tourism. Endara et al's, (2019) Based on debates and discussions in the literature above, this study proposes the following hypothesis: H1: Service quality has a positive impact on customer satisfaction in medical care in the Maldives…”