From Satisfaction To Loyalty: Unraveling The Impact Of Service And Product Quality On Consumer Loyalty

Abstract

This article presents a research study on the impact of product quality and customer service on consumer loyalty, with consumer satisfaction serving as an intervening variable. Employing Structural Equation Modeling (SEM) methodology, this study aims to understand the extent to which product quality and customer service influence consumer loyalty, as well as the role of consumer satisfaction in mediating this relationship. The results indicate that both product quality and customer service have a significant positive impact on consumer satisfaction. Furthermore, consumer satisfaction has been found to mediate the relationship between product quality, customer service, and consumer loyalty. These findings offer insights for business practitioners to enhance their product quality and service, emphasizing the importance of ensuring consumer satisfaction to achieve sustained loyalty. As a recommendation, companies are advised to continually improve their product quality and services while ensuring consumer satisfaction to enhance their customer loyalty.