Mediating Effect of Customer Satisfaction on Service Quality and Customer Loyalty: A Study of Goan Personal Grooming Industry

Abstract

Satisfying a customer is the ultimate goal of any B2Corganization. An attempt has been made to study the relationshipbetween service quality and customer satisfaction and also tofind out whether customers are loyal to firms in the personalgrooming sector. A high degree of correlation was seen between
customer satisfaction and customer loyalty which indicates thatcustomer satisfaction was the key for repurchase of services. Itwas also found that responsiveness from the employees was themain attribute of service quality. Further, the approach by Baronand Kenny (1986) was used to find the extent of mediation of
customer satisfaction between service quality and customerloyalty in this industry.