1. EDITH SHAMISO MUTAURWA - Department of Retail Management, Chinhoyi University of Technology.
2. LOVEMORE CHIKAZHE - Department of Retail Management, Chinhoyi University of Technology.
3. TINASHE RUVINGA - Department of Marketing, Chinhoyi University of Technology.
4. ESTERY CHINYANI - Chinhoyi University of Technology.
Examining the impact of perceived service quality, customer happiness, and customer loyalty on market share performance within the banking industry in Zimbabwe was the study's main goal. A total of 232 bank clients in Zimbabwe participated in a cross-sectional survey and participants were randomly selected upon visiting their respective banks. The study proved that customer loyalty and satisfaction are influenced by perceived service quality. Furthermore, the current study established that customer satisfaction influences customer loyalty and market share performance. The current study expands the extant literature within the banking sector especially in emerging markets within the Sub Saharan region.
Customer Loyalty, Customer Satisfaction, Market Share Performance, Perceived Service Quality, Zimbabwe.