An Integrated Model of Price, Service Quality, Satisfaction and Loyalty: An Empirical Research in the Banking Sector of Bosnia and Herzegovina

The relationship between service quality, price, customer satisfaction and customer loyalty is the subject of interests of researchers for several decades. Despite many publications on perceived quality, the position of the construct relative to the other key constructs in marketing remains vague. This research tries to bring conceptual clarity with regard to the relationship between perceived service quality, perceived price, customer satisfaction and customer loyalty. The proposed model is defined in line with the existing theoretical findings. Besides, this research is conducted to examine the sustainability of service quality dimensions and service price dimensions in Bosnia and Herzegovina’s retail banking. In order to test the defined model and research hypotheses empirical research was conducted on the sample of 300 retail bank customers of three leading banks in Bosnia and Herzegovina. Research results indicate that the defined model has an acceptable level of fit to the empirical data. This paper contributes to the existing literature by identifying the effects of different service quality and price quality dimensions on customer satisfaction and loyalty. A dimensionspecific approach used in this study can help bank managers to gain useful insight regarding the relative contribution of each dimension to the management of customer satisfaction and loyalty. This research has several limitations that need to highlight. The sample size was relatively small (n= 300) and the survey was conducted in a single service setting with a few banks under investigation. Thus, future research with a larger sample and tested in other service setting is needed to enhance the generalizability of the findings.