The influence of service quality, corporate image, trust and satisfaction on customer loyalty: Evidence from banking industry in Libya

The study aims to explore the influence of service quality, corporate image and trust on
loyalty with the mediating effect of satisfaction. In this regard, a theoretical model from various studies was conceptualized. Using a survey, a valid sample of 375 bank
customers from 500 was drawn through random sampling from banks that are located in the Missurata city of Libya due to the warring and unrest in other locations. The findings of this study reveal that service quality, corporate image and trust influence customer loyalty. Importantly, some insights can be drawn from the findings of this study by practicing bankers and policy makers. The findings showed that bank policy makers should therefore ensure that appropriate policies are put in place that will ensure that the customers do not switch to competitors through clear and written policy that will guide the activities of their banks.