Service Quality Indirectly Influences Customer Loyalty via Customer Satisfaction: Results from a Literature Survey

Abstract

Very little research has been done on the effect of service qualitydimensions on customer loyalty. This paper aims to explorethe indirect influence of service quality and its dimensions oncustomer loyalty via customer satisfaction through a surveyof existing literature. The study also investigates the direct
influence of service quality dimensions as a whole andindividually on customer satisfaction. The findings show thatservice quality parameters such as tangibles, reliability,responsiveness, assurance and empathy as a whole, andindividually, indirectly influence customer loyalty throughcustomer satisfaction. It also shows that service qualitydimensions directly influence customer satisfaction. Tomaintain a competitive edge in the market, service-marketingmanagers can focus on dimensions of service quality with aview to measuring, controlling and improving the satisfactionand loyalty levels of their customers