Abstract: Current study puts light on the role of service quality, customer satisfaction and customer value on customer loyalty. Customer relationship management (CRM) quality plays the role of a mediator and brand image as a moderator in the study. The purpose of this study is to examine how service quality, customer satisfaction and customer value affect customer loyalty. Analyses of a sample of 380 customers, collected from different frozen food restaurants from Multan city, explored interesting findings. Regression analysis is used to conduct a mediation study. Service quality, customer satisfaction and customer value were found significant in predicting customer loyalty also CRM quality found significant in predicting customer loyalty being having a positive relation. Further to this, service quality, customer satisfaction and customer value found directly related to CRM quality. Product category wise examination of the model in this study adds new horizons and findings in the future. Previous studies on customer loyalty have mainly focused on simple models at any given time. However, researchers increasingly claim that a complex model may give the better understanding of customer loyalty. To the best of the authors’ knowledge, this is a unique study to address a complex structure of the proposed variables.
Keywords: Service Quality, Customer Satisfaction, Customer Value, Customer Relationship Management, Customer Loyalty.
Title: Impact of Service Quality and Customer Value on Customer Loyalty: A Mediation Study
Author: Abdul Haseeb Chaudhary, Haris Javed, Mohsin Ali Khan, Imtiaz Ahmad, Muhammad Jawad Khalil, Shahzad Atta
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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