Customer Satisfaction and Loyalty in Latvian Retail Banking

In the modern competitive environment banks create the value generally using the relational capital. Thus, customer satisfaction and loyalty are the main components of bank success in a market. The purpose of the paper is to elicit the criteria that customers use to evaluate their banks. To achieve this goal, the customers of Latvian commercial banks were surveyed. The authors used their developed questionnaire that was aimed to evaluate level of satisfaction and loyalty of bank clients, as well as to predict their future actions towards to the bank. As a theoretical basis we used Balanced Scorecard approach, RATER model, concept of Service-profit chain, concept of customer perceived value and the results of previous surveys in the area of service quality measurement. The obtained results allow distilling the most important factors of bank attractiveness for retail customers, determining the factors affecting customers’ decision about suspending the relationships with the bank and completing our developed performance measurement system for a bank branch with some additional metrics