Global Business & Trade Studies

Global Business & Trade Studies

Customer Centricity and Satisfaction in International Banking: The Role of Service Experience

Document Type : Original Article

Author
Kyambo University - Uganda
10.220.34/gbts.2026.2104346.1013
Abstract
This study examines the impact of customer centricity on customer satisfaction, with customer service experience as a mediating variable, in the international banking sector. The research focuses on Standard Chartered Bank Uganda and Bank Melli Iran. A quantitative research design was employed, and data were collected through survey questionnaires using simple random sampling. A total of 200 valid responses were analyzed using SPSS and SmartPLS. The findings reveal that customer centricity has a significant positive effect on customer service experience, while customer service experience significantly enhances customer satisfaction. Customer centricity also has a significant positive effect on customer satisfaction through the mediating role of customer service experience (t = 6.757). In addition, the correlation between customer centricity and customer satisfaction was strong and positive (r = 0.860). The study confirms the importance of customer-centric strategies in banking and provides useful implications for academics, practitioners, bank managers, and policymakers worldwide globally.
Keywords