Service Quality and its Relationship with Customer Satisfaction and Loyalty in a Saudi Arabian Automobile Company

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Minwir Al-Shammari
Minwir Al-Shammari
2
Ahmad Samer Kanina
Ahmad Samer Kanina
1 University of Bahrain

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The main aim of this study was to examine the relationship between service quality, customer satisfaction and customer loyalty in the context of aSaudi ArabianAutomobile Company (SAACO). Spearman correlation analysis indicated that all quality dimensions have significant positive effect on both customer satisfaction and customer loyalty. A questionnaire was personally distributed to 140 customers and 117 were returned. The study suggests that in order for the automobile companies to keep up with the competition, it is essential to conduct periodic quality assessments to proactively identify and fix any gaps between customers’ expectations and actual perceived service quality. Continuous improvement in service quality is necessary to increase customer satisfaction, loyalty, retention, market share and profitability.

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No external funding was declared for this work.

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The authors declare no conflict of interest.

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No ethics committee approval was required for this article type.

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Not applicable for this article.

Minwir Al-Shammari. 2015. \u201cService Quality and its Relationship with Customer Satisfaction and Loyalty in a Saudi Arabian Automobile Company\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 14 (GJMBR Volume 14 Issue E8): .

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GJMBR Volume 14 Issue E8
Pg. 13- 21
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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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February 2, 2015

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The main aim of this study was to examine the relationship between service quality, customer satisfaction and customer loyalty in the context of aSaudi ArabianAutomobile Company (SAACO). Spearman correlation analysis indicated that all quality dimensions have significant positive effect on both customer satisfaction and customer loyalty. A questionnaire was personally distributed to 140 customers and 117 were returned. The study suggests that in order for the automobile companies to keep up with the competition, it is essential to conduct periodic quality assessments to proactively identify and fix any gaps between customers’ expectations and actual perceived service quality. Continuous improvement in service quality is necessary to increase customer satisfaction, loyalty, retention, market share and profitability.

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Service Quality and its Relationship with Customer Satisfaction and Loyalty in a Saudi Arabian Automobile Company

Minwir Al-Shammari
Minwir Al-Shammari University of Bahrain
Ahmad Samer Kanina
Ahmad Samer Kanina

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