Abstract

RAMIREZ-ASIS, Edwin Hernán; MAGUINA-PALMA, Misael Erikson  and  HUERTA-SOTO, Rosario Mercedes. Attitude, satisfaction and loyalty of customers in Municipal Savings Banks of Peru. Retos [online]. 2020, vol.10, n.20, pp.329-343. ISSN 1390-8618.  https://doi.org/10.17163/ret.n20.2020.08.

The purpose of the study was to extend the SERVQUAL model by adding the customer’s attitude to its three main dimensions as one more component of measuring service quality and to investigate the causal relationship in customer satisfaction and loyalty in the microfinance sector, specifically in the municipal savings banks. and credit that have agencies in the Ancash Region, the survey technique was used, where data was collected from 391 clients through the questionnaire through simple random sampling. As it is a structural equation modeling (SEM) methodology, the partial least square (PLS) analysis technique was used to evaluate the theoretical model using the Smart PLS 3.3.0 software, the finding revealed that the extended model has a significant impact on customer satisfaction and loyalty in municipal savings banks and credit, the coefficients of determination were; customer satisfaction (r2 = 0.637), customer loyalty (r2 = 0.510) with a mean squared error of approximation (SRMR) of 0.06, the results make the confirmatory model relevant. Furthermore, the results of this study will be useful for managers and policymakers to improve the quality of service in municipal savings banks. It is recommended to extend this study in other developing countries, since it was contextualized in the reality of the Peruvian financial system.

Keywords : Tangibility; reliability; security; customer attitude; customer satisfaction; microfinance; SEM model; Smart PLS.

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