Banking Service Loyalty Determination Through Sem Technique

This research work encompasses the modeling technique-Structural Equation Modeling (SEM), which is widely used in behavioral research. Structural Equation Modeling is capable of handling a large number of endogenous and exogenous variables that are latent. In this research work, Service Loyalty is taken as a latent variable that cannot be directly observed but needs to be specified through combinations of observed variables, like Attitude, Behavior or Conative components. The authors attempt to demonstrate (through Structural Equation Modeling) the Service Loyalty relationship with Service Quality and Service Satisfaction that is experienced by Bank Customers. This is expected to serve as a foundational research effort that supports further research on Service Loyalty