Customers' satisfaction and banking services towards customers retention in Malaysia : A study among international students

Service extends beyond merely providing assistance to consumers; it involves understanding their needs and expectations while ensuring their satisfaction with banking products. High-quality service is defined by the ability to meet customers' demands and aspirations, offer appropriate solutions, actively listen to complaints and feedback, continuously enhance service quality, and maintain a balance between pricing and product value. This study aims to assess the satisfaction levels of international students in Malaysia regarding the quality of banking services. The research employs a quantitative approach, utilizing data collection methods such as observations and surveys administered through questionnaires and Google Forms. The sample consists of 271 international students, and the data is processed using SPSS as a statistical analysis tool. This study contributes to the sustainability of banking institutions, as international students play a crucial role in enhancing bank revenues, expanding market opportunities, introducing new financial products, and fostering profitable international relationships. The findings indicate that the two independent variables customer satisfaction and banking services significantly and positively influence customer retention. However, for a more comprehensive understanding of international students' experiences with banking services, future research could employ qualitative methods to gain deeper insights into their perceptions and expectations