Effects of Service Quality and Satisfaction on Loyalty: Service Quality, Satisfaction and Service Loyalty

The result shows that saving account customers in both Agazi Avenue and Mekelle branches were satisfied. However, it also signals attention should be given to enhance the level of customers? satisfaction focusing on tangibles, reliability and assurance-empathy dimensions. ????Government employees identified less satisfied by many of the assurance-empathy and reliability related attributes. In general, the results indicate that a notable proportion of customers tend to remain loyal even without being satisfied by the service of the two branches. This finding supports Shankar & Amy, (2002) who suggested that customers could be loyal without being highly satisfied when there are few choices.