Multisensory marketing and hotel revisit intention: The mediating role of perceived value and satisfaction in Ho Chi Minh City, Vietnam

Sustainable growth and development can be the most important lesson that banks have learned in recent decades. Banks would gain many benefits, win the competition and develop sustainably if there have been more and more loyal customers. Customer satisfaction will help build customer loyalty. In order to have loyal customers, service quality must be good. Quality customer service of the bank is to ensure customer satisfaction and take their needs into consideration to improve service quality. High customer service quality will generate value not only to meet customer needs but also the expectations of customers and make banks more prominent than their competitors. This study identifies factors that affect customer satisfaction with the service quality at Vietnamese retail banks. The results are obtained by qualitative and quantitative method. The research model with a questionnaire consisting of 22 variables, 5 scales for a survey of 554 customers, is identified and developed through interviews with experts and group discussions. The findings show that customer satisfaction with the service quality at retail banks is influenced by “reliability”, “responsiveness”, “empathy”, “security”, and “tangibles”. Based on the findings, solutions for improving service quality are proposed for Vietnamese retail banks.

Social media has revolutionized how businesses connect with consumers, going beyond product promotion to understanding consumer preferences. It is undeniable that social media plays a pivotal role in shaping consumer purchase decisions, as more individuals turn to these platforms to seek advice and opinions from peers. The current study engaged 410 Indian consumers, employing a quantitative approach backed by rigorous statistical methods, including descriptive statistics, correlation analysis, regression analysis, and structural equation modeling (SEM) using AMOS software. The goal was to unravel the intricate dynamics between social media marketing, brand image, and purchase intentions. The findings highlight a significant and positive relationship between social media marketing efforts and brand image perception. Moreover, it was discovered that brand image significantly influences consumers’ purchase intentions. Surprisingly, it did not find a direct and significant impact of social media marketing on purchase intentions.
Notably, the study revealed a crucial insight: the influence of social media marketing on purchase intentions is fully mediated by the perception of brand image. In light of these results, businesses are encouraged to establish a strong presence on social media platforms to effectively promote their products and services. Organizations can effectively steer consumer purchase intentions by harnessing the synergy between social media marketing and brand image.

Acknowledgment
This study is supported via funding from Prince Sattam bin Abdulaziz University project number (PSAU/2023/R/1444).

This study aims to explore the application of the SERVQUAL (service quality) model in Nepal’s banking sector, focusing on how its five measurements – tangibility, reliability, responsiveness, assurance, and empathy – affect customer satisfaction. A descriptive research design was employed, utilizing a stratified random sample of 384 customers from various banks in Nepal. Data were gathered through a structured questionnaire based on the SERVQUAL model, complemented by semi-structured interviews to capture both quantitative and qualitative insights into service quality measurements and overall satisfaction. The result of the study is that customer satisfaction was significantly high, with 77.4% of respondents indicating satisfaction with banking services, particularly appreciating the clarity of forms at 82.6%. The regression analysis revealed that tangibility, reliability, and responsiveness were the main factors influencing customer satisfaction, with coefficients of 0.335, 0.204, and 0.281, respectively. The findings indicate that tangibility, reliability, and responsiveness are the most influential factors affecting customer satisfaction in Nepalese banks, with significant positive relationships confirmed through regression analysis. While assurance and empathy also contribute positively, their impact is comparatively weaker, highlighting the critical areas for banks to focus on to enrich overall customer satisfaction and commitment. The study concluded that customer satisfaction is generally positive, especially in areas like the ease of understanding processes and online services. Significant opportunities for improvement exist in ATM services and overall banking operations. This underscores the necessity for banks to adapt and enhance their offerings to cultivate greater customer loyalty and retention in a competitive market.