How Social Media moderates the impact of Service Quality and Customer Satisfaction on Consumer Loyalty

The banking sector continues to face intense competitive pressures in a global economy where customer satisfaction, customer loyalty, and service quality continue to be critical factors. The aim of this study is to examine the relationship between service quality and customer satisfaction and customer loyalty. Additionally, in order to fill the empirical literature gap, the role of social media has been examined as a moderator. 230 retail banking customers from Pakistan were chosen as a representative sample. Using the structured questionnaire, convenient (non-probability) sampling was employed to gather primary data from the target population. A statistical analysis of the collected data was conducted using Structural Equation Modeling - Partial Least Squares (SEM-PLS). The findings of the study revealed that customer loyalty is significantly influenced by service quality and customer satisfaction. Furthermore, social media also influences the correlations between service quality and customer satisfaction with consumer loyalty. This study will provide retail banking management and strategists with various useful insights about how to manage service quality and customer satisfaction in relation to customer loyalty.