The Research on Personal Internet Banking Service Quality and Customer Loyalty Based on Complaints Handling

The research focuses on the relationship among the factors of service quality, customer satisfaction and customer loyalty. Considering the fact that the manner of handling complaints of banks might influence the loyalty of customers who had these complaints, the research attempts to put complaint handling in the customer loyalty model and learn its impact. Based on literature review, we propose the preliminary concept model and hypothesis, then use SPSS data software to analyse the recovery samples from factor analysis, correlation analysis and regression analysis, and finally amend the previous model based on the findings and make recommendations.