Influence of Perceived Service Quality on Customer Loyalty
https://doi.org/10.35877/454RI.qems252
Keywords:
Service quality, Reliability, Tangibles, Responsiveness, RATER model
Viewed = 59 time(s)
Viewed = 59 time(s)
Abstract
The purpose of this was to investigate the relationship between perceived service quality and customer loyalty in the road transport industry in Nigeria. Leveraging the RATER service quality model, only reliability, tangibles and responsiveness were explored. Participants were drawn from the customer base of organized road transport firms operating in the South East of Nigeria. Being a quantitative survey, results from 318 valid responses were analyzed with SPSS version 21. Findings indicate that the three constructs (reliability, tangibles, and responsiveness) are significant predictors of customer loyalty, with reliability having the greatest influence, followed by responsiveness and tangibles. The study recommends steady monitoring of service quality as a step towards customer loyalty in the highly competitive road transport industry in Nigeria.
References
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Derkota, N. & Dahal, J. R. (2016). An empirical study of service quality dimensions on customer satisfaction and customer loyalty in Nepalese commercial banking sector. An MSC Thesis: University of Nepal.
Duodu, F. K. and Amankwah, T. (2011). An analysis and assessment of customer satisfaction with service quality in insurance industry in Ghana. Master Thesis in Business Administration, Luleå University of Technology.
Kofi, P., Zakari, M. & Ajara, S. (2013). Impact of service quality on customer loyalty in the hotel industry: An empirical study from China. International Review of Management Business Research 2(2), 600 – 609.
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Agu, G. A. (2015). Customer complaint behaviour in the service industry: A study of the customers of the organized road transport firms in Imo State”. A Ph.D. Thesis, Abia State University, Nigeria.
Agu, G.A and Okpara, G.S (2015). Comparative complaint management strategies in the organized road transport firms in Imo State. Journal of Marketing Research, 4(1).
Agu, G.A., Ogbuji, C.N., Okpara, G.S., & Ogwo, E.O. (2008). Understanding customer complaint behavior for sustainable business development. Journal of Economics and Management Science, 1(3), 1-15.
Anyanwu, A. (2008) “Service Recovery Strategies” In Nwokah, G N and Anyanwu, A (ed), Contemporary Book on Services Marketing. Owerri: Avan Global Press.
Anyanwu, A. (2013). Marketing Management and Strategy. Owerri: Avan Global Publications
Cronin, J. J., Jr., and Taylor, S. A. (1992) “Measuring service quality: A reexamination and extension”, Journal of Marketing, 56, 55-68.
Etzel, M. J., Walker, B. J. and Stanton, W, J. (2001). Marketing (12th ed.). Sao Paulo: Editora Makron Books Ltda.
Inyang, B. J. (2008). Organisational Behaviour: A managerial Perspective (2nd Ed). Calabar: Merb publishers.
Kalu, I. N. (2015). Service quality and marketing performance of hotels in Abia and Imo State. Ph.D. Thesis: Department of Marketing, Abia State University, Uturu.
Kheng, L. L., Osman, M., Ramojah, T. & Mosahab, R. (2010). The impact of service quality on customer loyalty: a study of banks in Penang Malaysia. International Journal of Marketing Studies 2(2).
Kotler, P and Keller, K.L. (2007) Marketing Management, 12th ed. New Delhi: Prentice Hall of India.
Leninkumar, V. (2016). The effect of service quality on customer loyalty. European Journal of Business Management, 8(33).
Ogwo, E. O. and Agu, G. A. (2015). Transport infrastructure, manufacturing sector performance and growth of GDP in Nigeria, 1999 – 2014. Conference Paper Read at the 2nd International Interdisciplinary Conference on Global Initiative for Integrated Development Held at COOU 2nd – 5th September.
Okpara, G. S. (2012). Contemporary Marketing: Topical and Topicalised, 2nd ed. Owerri: Avan Global Press.
Saravanakumar, G. and Jayakrishnan, J. (2014). Effect of service quality on customer loyalty: empirical evidence from co-operative bank. International Journal of Business and Administration Research Review, Vol.2, Issue.4, Jan-March, 2014.
Derkota, N. & Dahal, J. R. (2016). An empirical study of service quality dimensions on customer satisfaction and customer loyalty in Nepalese commercial banking sector. An MSC Thesis: University of Nepal.
Duodu, F. K. and Amankwah, T. (2011). An analysis and assessment of customer satisfaction with service quality in insurance industry in Ghana. Master Thesis in Business Administration, Luleå University of Technology.
Kofi, P., Zakari, M. & Ajara, S. (2013). Impact of service quality on customer loyalty in the hotel industry: An empirical study from China. International Review of Management Business Research 2(2), 600 – 609.
Kumar, A. (2015). Effect of service quality on customer loyalty and the mediating role of customer satisfaction: An Empirical Investigation of the Telecom Industry. Journal of Academy of Hospital Administration, India 102 (3).
Ogwo, E. O. and Agu, G. A. (2015). Transport infrastructure, manufacturing sector performance and growth of GDP in Nigeria, 1999 – 2014. Conference Paper Read at the 2nd International Interdisciplinary Conference on Global Initiative for Integrated Development Held at COOU 2nd – 5th September.
