Banks, as many other businesses, are facing customer retention and expanding market share to develop. Although many researchers have investigated the relationship between satisfactions with service quality, the reciprocal relationship between service quality, satisfaction, and loyalty has not been paid attention fully. Especially, the customer’s intention to switch to another bank remains challenging to the managers in banking sector. To contribute to this extent, 360-observation survey was conducted, and the data were analyzed by a Structural Equation Model. The results present a positive linear relationship between satisfaction and customer loyalty and intention to switch. Furthermore, the results show that the components of service quality include responsiveness, tangibility, assurance, reliability, and empathy.
