Service Quality & Loyalty: A Review

Abstract

Relationship marketing theory is based on maintaining and expanding customer relationships in multi-service organizations which leads to customer loyalty. Recently, a wide range of service providers have realized the importance of customer loyalty. One of the key challenges they face is how to manage service quality, which holds a great importance to customer satisfaction and consequently customer loyalty. The SERVQUAL scale is a principal instrument in the services marketing literature for assessing quality. This study seeks to investigate the relationships between service quality, customer loyalty and ultimately SERVQUAL by deeply reviewing the relevant literature.