2.4 Service quality and customer Loyalty

2.4 Service quality and customer Loyalty

Many researches, identifies Service quality as the most important factor which gain customer loyalty.It also helps to gain new customers . Loyal customers’ positive feedback  which based  on good service quality attract the new customers and   in  the long run consistent it ensures  retention of the both existing  and new customers. (Berry et  al,1985) Bitner (1990) pointed out that good service quality gets service loyalty.Parasuraman et al.(1991) found  the customers give recommendation to others willingly when they received the high  quality of service in an organization. (When generating the proposed model this idea was taken in to consideration)

Fornell, (1992) identifies a relationship between high quality and

high levels of consumer retention which  leads to higher profits. Olorunniwo,et al,(2006) revealed  the connection between the   service quality  and behavioral intentions. (When generating the proposed model this idea was taken in to consideration)

 Zeithaml (1993) points out how service quality leads to willingness to

Recommen and return. (When generating the proposed model this idea was taken in to consideration)