Abstract

• This study investigates the effects of hospitality behavior on customer satisfaction of private banks in Monywa. Moreover, it is also developed the effect of servicescape on customer satisfaction and analyses whether it exist the effect of customer satisfaction on loyalty or not. A total of 200 bank customers from private banks in Monywa were surveyed through the structured questionnaire instrument with cluster sampling method. Both the correlation and regression were evaluated to meet the objective of the study. Results reveal that customers are satisfied with the hospitality behavior of bank personnel and servicescape environment in the private banks in Monywa. Regression analyses confirm that bank hospitality exerts positively have significant effect on customer satisfaction; moreover, “servicescape in the private banks have the positive direct effect on customer satisfaction. In addition, the customer satisfaction has also significant effect on customer loyalty. Therefore, this study suggests that the private banks in Monywa need to rely on the training programs to improve their hospitality behaviour at further levels and invest more on servicescape in their banks.