An empirical model of customer service quality and customer loyalty in an international electronics company

摘要

The purpose of this research is to develop a model that tests the complex relationships among customer service quality, corporate image, customer satisfaction and customer loyalty in an electronics purchase context in the Jordanian market. A quantitative methodology is used in which 734 questionnaires were delivered to the company's service centre's customers, from which 300 were valid and useable for data analysis. A series of exploratory and confirmatory factor analyses were conducted to reveal the research constructs and structural equation modelling was used to test the research model. The results show that customer service quality has a positive and significant effect on each of customer satisfaction, corporate image and customer loyalty. Corporate image has a positive and significant effect on customer loyalty and customer satisfaction which affect customer loyalty as well. Finally, corporate image was found to be the most important factor affecting customer loyalty. The research has offered marketing and customer service managers with empirical insights regarding drivers of both successful customer service strategies and roots of customer loyalty. Future research attempts may employ multidimensional measures for measuring the research constructs and test the model using other products and industries.