Service loyalty The effects of service quality and the mediating role of customer satisfaction

Service loyalty The effects of service quality and the mediating role of customer satisfaction Service loyalty, with its final effect on repurchasing by customers, appears to have received relatively little attention. This study starts by first delineating the concept of service loyalty and proceeds to distinguish between service quality and customer satisfaction. A mediational model that links service quality to service loyalty via customer satisfaction is proposed. Appropriate measures are identified and a postal survey is undertaken among 1,000 retail banking customers. A response rate of 20.5 per cent is obtained. Results indicate that customer satisfaction does play a mediating role in the effect of service quality on service loyalty. The effects of a number of demographic indicators on service loyalty are also reported. Implications are discussed, limitations of the study are noted and possible areas for further research are indicated. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Service loyalty The effects of service quality and the mediating role of customer satisfaction

European Journal of Marketing, Volume 36 (7/8): 18 – Aug 1, 2002

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560210430818
Publisher site
See Article on Publisher Site

Abstract

Service loyalty, with its final effect on repurchasing by customers, appears to have received relatively little attention. This study starts by first delineating the concept of service loyalty and proceeds to distinguish between service quality and customer satisfaction. A mediational model that links service quality to service loyalty via customer satisfaction is proposed. Appropriate measures are identified and a postal survey is undertaken among 1,000 retail banking customers. A response rate of 20.5 per cent is obtained. Results indicate that customer satisfaction does play a mediating role in the effect of service quality on service loyalty. The effects of a number of demographic indicators on service loyalty are also reported. Implications are discussed, limitations of the study are noted and possible areas for further research are indicated.

Journal

European Journal of MarketingEmerald Publishing

Published: Aug 1, 2002

Keywords: Loyalty; Service quality; Customer satisfaction; Banking

References

  • Measuring service quality in the car service industry: building and testing an instrument
    Bouman, M; van der Wiele, T
  • Improving the measurement of service quality
    Brown, T.J.; Churchill, G.A; Peter, J.P
  • Customer expectations and perceptions of service quality in apparel retailing
    Gagliano, K.B; Hathcote, J.
  • An examination of the effect of product performance on brand reputation, satisfaction and loyalty
    Selnes, F

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