Abstract :
This article is to observe the relationship of
service providers' empathy on customer loyalty through the
relationship quality dimensions namely satisfaction and
commitment in retail banks. Data were gathered from the
customers of retail banks in Chennai, India using a
structured questionnaire. A total of 272 customers provided
the data for this study. Multiple regression analysis was
used to estimate the hypothesized relationships. The results
of the study show that empathy explains 36 percent and 32
percent of variations in satisfaction and commitment. The
results also reveal that satisfaction and commitment is
significantly associated with customer loyalty. The results
further reveals that satisfaction and commitment is partially
mediates in the relationship between empathy and customer
loyalty. This paper assesses the impact of empathy on
relationship quality dimensions namely satisfaction and
commitment among retail bank customers.Thus, this study
helps organization in understanding the significance of
empathy and relationship quality in building customer
loyalty.
Keyword :
Empathy; Retail Banking; Relationship Quality; Loyalty.