New Continuum of Banking Quality Services and Customer Retention

Nowadays, with the increased competition, service quality has become a popular area of academic research and has been acknowledged as an observant competitive advantage and supporting satisfying relationships with customers. So, this research paper empirically examined New Continuum of service quality and customer switching behavior and especially for service provider i.e., the Banking service provider. Respondents would be the users of a bank. Sample size of this research study is 500. The positivist research philosophy approached is used as the structured questioner was developed and distributed for the data collection. Personal administrated questionnaire was distributed and collect the questionnaire from them. Data analysis is divided into two categories; one is the Descriptive analysis and second is the inferential analysis. So, firstly, we analyzed the Demographic, Normality, Reliability, descriptive and correlation discussed. Secondly, Regression analysis and role of moderation is checked. Keeping into account the results of this study, it is confirmed that there is a positive relationship between service qualities with all its dimensions with customer retention as guided by the literature. Result of this relationship indicate that the improvement in the service quality significantly enhances the customer retention which is also evident in the literature which has redundantly shown that the service quality is the prime factor in the retention of the customers of any product. This result confirms that the service quality in the banking sector of Pakistan is also an important element towards the keeping the customers to the service provider company.