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Towards a Holistic Framework for Customer Centric Service, Customer Satisfaction, Trust, and Loyalty

This study proposes RATTER-SSTL as a new framework for customer centricity. It contains nine dimensions that measure customer centricity, namely reliability, assurance, tangibles, training, empathy, responsiveness, service attainment, satisfaction, trust, and loyalty distributed along 44 items measured using a Likert scale (1 strongly disagree to strongly agree). Two hundred bank customers drawn from the city of Gweru in Zimbabwe were conveniently selected to participate in the study. The data collected from the participants was analysed using SPSS version 25. Cronbach's alpha and principal component analysis (PCA) were used as a measure of reliability and validity of the instrument. The internal consistency of the instrument has been established for all the constructs in the study. The 44 individual items used were deemed ideal to measure service quality and customer centricity since they all attained a minimum required Cronbach alpha of above 0.7. The study contributes significantly to both business practice and to the existing body of knowledge.