Exploring the Role of the Service Quality in Driving Customer Satisfaction and Brand Loyalty
Authors/Creators
- 1. Associate Professor & Research Supervisor, Department of Management Studies, Visvesvaraya Technological University-Belagavi, Centre for Post-Graduation Studies, Muddenahalli, Chikkaballapur, India
- 2. Student, Department of Management Studies (MBA), Centre for Post Graduate Studies, Muddenahalli, Chikkaballapur, Visvesvaraya Technological University, Belagavi, Karnataka State, India
Contributors
Editor:
Description
This research looks at the relationship between customer satisfaction and service quality and how both factors affect brand loyalty. 400 clients of retail service providers in a large city were surveyed using structured questionnaires as part of a quantitative study. The results demonstrate that customer satisfaction is strongly positively impacted by service quality and that customer satisfaction mediates the relationship between brand loyalty and service quality. The two most powerful predictors among the aspects of service quality were responsiveness and dependability. The study advances both theory and practice by elucidating the means by which businesses can increase customer satisfaction and service quality to cultivate loyalty. There is discussion of the implications for service managers as well as suggestions for additional research.