An investigation on the relationship between Service Quality and Customer Loyalty: A mediating role of Customer Satisfaction

Abstract

The objective of this paper is to study the role of customer satisfaction as a mediating variable between service quality and customer retention with the focus to business and business service industry. Based on the inputs received from 183 businesses in Bengaluru based IT firms. The study has found that service quality indeed has a significant impact on customer satisfaction as well as customer retention. From the study it has been found that there is a positive and significant impact of customer satisfaction over the relationship between service quality and customer retention. SERQUAL model has been used to measure the service quality. The study implements PLS-SEM model to measure and analyze the relationship between variables.