1. CHAPTER 1 – INTRODUCTION

(1)

4

Table of Content

Abstract………... 2

Acknowledgement……….. 3

List of Tables……….. 7

List of Figures………. 8

List of Abbreviations……….. 8

1. CHAPTER 1 – INTRODUCTION

1.1 Background of the Study……… 10

1.2 Problem Statement……….. 12

1.3 Research Questions and Objectives……… 13

1.4 Scope of Study……… 14

1.5 Contribution of the Study………... 16

1.6 Thesis Organization……… 17

2. CHAPTER 2 – LITERATURE REVIEW

2.1 Introduction……… 19

(A) Service Quality ………. 19

(B) Perceived Value………. 22

(C) Corporate Image ………... 23

(D) Customer Satisfaction ..………... 24

(E) Customer Loyalty……….. 25 2.2 Service Quality, Perceived Value and Corporate Image-

Previous Empirical Research………...

2.3 Relationship among Variables………...

(A) Relationship between service quality and customer satisfaction………..

(B) Relationship between perceived value and customer satisfaction……….

(C) Relationship between corporate image and customer satisfaction………

(D) Relationship between customer satisfaction and customer loyalty…………..

(E) Relationship between service quality, customer satisfaction and customer loyalty………

27 28 28 28 29 29

30

(2)

5 (F) Relationship between perceived value, customer satisfaction and customer loyalty………

(G) Relationship between corporate image, customer satisfaction and

customer loyalty………

31

3. CHAPTER 3 – RESEARCH METHODOLOGY

3.1 Introduction ……… 33

3.2 Research Framework ………. 33

3.2.1 Hypotheses Development ………... 35

3.3 Research Design ……….... 37

3.4 Questionnaire Design.………... 37

3.5 Data Collection Method……….. 3.6 Data Analysis Technique……… 3.7 Chapter Summary………... 42 43 45

4. CHAPTER 4 – RESEARCH FINDINGS

4.1 Introduction ……… 47

4.2 Descriptive Statistics for the Research Sample Profiles ……… 47

4.3 Pre-analysis Data Screening Result ………... 53

4.4 Reliability and Validity Test Result ………... 55

4.5 Minimum, Maximum, Mean and Standard Deviation of Variables ………….. 59

4.6 Multiple Regression Test Result ……… 4.7 Correlation Test Result between Customer Satisfaction and Customer Loyalty. ……… 4.8 Sobel Test Result ………... 4.9 Chapter Summary………... 60 62 63 65

CHAPTER 5 – CONCLUSION AND IMPLICATIONS

5.1 Introduction……… 68

5.2 Conclusion and Managerial Implications……….. 68

5.3 Limitations of Study……….. 72

5.4 Recommendations for Future Study……….. 72

(3)

6

Bibliographies ………. 73

APPENDICES Appendix A Normality Test for Research Variables……….. 81

Appendix B Regression Assumption Test for Research Variables………. 87

Appendix C Correlation Assumption Test for Research Variables…………... 88

Appendix D Questionnaire Survey………. 89

(4)

7

List of Tables

Table 1.1 Domestic banks and foreign banks………... 14

Table 2.1 Dimension Definition………... 20

Table 3.1 Measurement items for the variable and the literature based…………... 37

Table 4.1 Usage of Banking Facilities………... 47

Table 4.2 Demographic Profile……… 50

Table 4.3 Monthly Income of Research Sample by Occupation…………... 52

Table 4.4 Skewness and Kurtosis……….... 53

Table 4.5 Multicollinearity Statistics……….. 54

Table 4.6 Reliability Statistics………... 55

Table 4.7 Correlation Coefficient between the Variables……….. 56

Table 4.8 KMO and Bartlett’s Test of Sphericity of Research Variables……….. 56

Table 4.9 Factor Loadings for the Measurement Items………. 57

Table 4.10 Mean and Standard Deviation of Variables………... 59

Table 4.11 Multiple Regression Model Summary………. 60

Table 4.12 Multiple Regression Analysis-ANOVA……….. 60

Table 4.13 Multiple Regression Analysis-Coefficients…... 61

Table 4.14 Bivariate Pearson product-moment correlation test result……… 62

Table 4.15 Simple Regression Analysis-Coefficients... 64

Table 4.16 Sobel Test Result.…... 65

Table 4.17 Hypothesis and Result……… 66

(5)

8

List of Figures

Figure 3.1 Research framework……….. 35

Figure 4.1 Mediation Path ……….. 63

Figure A.1 Boxplot analysis ……… 81

Figure A.2 Histogram ………. 84 Figure B.1 Residual Normal P-P Plot between the predictors and customer satisfaction ………..

Figure B.2 Residual Scatterplot between predictors and customer satisfaction…..

Figure C.1 Scatterplot between customer satisfaction and customer loyalty……..

87 87 88

List of Abbreviations

i.e. id est, ‘that is’

HSBC Hong Kong and Shanghai Banking Corporation

PMR Penilaian Menengah Rendah

LCE Malaysia Lower Certificate of Education SPM Sijil Pelajaran Malaysia

MCE Malaysian Certificate of Education

CEO Chief Executive Officer

CFO Chief Financial Officer

GM General Manager

VP Vice President

Snr. Senior

Exec. Executive

Asst. Assistance