THE MEDIATING EFFECT OF PERCEIVED VALUE ON THE RELATIONSHIP BETWEEN SERVICE QUALITY AND CUSTOMER LOYALTY,SWITCHING COSTS AS MODERATOR ,IN SUDANESE BANKING SECTOR

Abstract

In today business environment the concentration should be given to loyalty of customer in strategy development to sustain service quality. Based on SERVIQUAL and social exchange theory,the purpose of this study was to examine the mediating role of perceived value on the relationship between service quality using (SERVIQUAL) and customer loyalty (attitudinal, behavioral) in Sudanese banking sector. Besides, the moderating effect of switching costs on the relationship between perceived value and customer loyalty. The present study obtained data from 364 customers in 34 banks in Sudan by Quota sampling techniques of non-probability sampling and response rate was 73%. To test Goodness of Measures the study used factor analysis and reliability tests, and to test hypotheses the study used multiple regression analysis. Thefindings indicated that three components of service quality (responsiveness, tangible, and empathy) have positive relationship with a customer loyalty (attitudinal loyalty, behavioral loyalty), but reliability and assurance has a negative effect. In addition the study revealed that responsiveness and empathy have positive relationship, but reliability, assurance and tangible have negative relationship with perceived value. Moreover the study explored the relationship between perceived value and customer loyalty was positive. Furthermore, mediating effects of perceived value was partially.This study also provided the moderating effect of the two dimensions 0f switching costs (relational costs, and procedural) were not supported in the relationship between perceived value and customer loyalty except the moderating effect of relational costs on the relationship between social value and behavioral loyalty and the moderating effect procedural on the relationship between price value and behavioral loyalty.