Customer Satisfaction with Banking Services: An Exploration of the Impact of Branch Staff Behaviour on Customer Loyalty

John Carlvin Piyinchu
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John Carlvin Piyinchu: Department of Banking and Finance, Faculty of Economics and Management Sciences, The University of Bamenda, Cameroon

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 6, 3094-3108

Abstract: This study investigates the impact of branch staff behaviour on customer satisfaction and loyalty in the banking industry. The study results reveal that staff warmth, response speed, product knowledge, and branch ambience are all significant predictors of customer satisfaction. Staff warmth has the most considerable influence on customer satisfaction, with a 35% increase in customer satisfaction for a one-unit increase in staff warmth. Response speed, product knowledge, and branch ambience also have positive and significant relationships with customer satisfaction, with 28%, 22%, and 18% increases in customer satisfaction, respectively. The study's findings have important implications for banks seeking to improve customer satisfaction and loyalty.

Date: 2025
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