1Research Scholar, Department of Management Studies, Christ University, Bengaluru, India.
2Associate Professor, Department of Management Studies, Christ University, Bengaluru, India.
Online published on 11 October, 2017.
The objective of this paper is to study the role of customer satisfaction as mediating variable between service quality and customer retention with focus on bustiness to business service industry. Based on the inputs received from 183 business customers of Bengaluru based IT firms, the study has found that service quality indeed has a significant impact on customer satisfaction as well as customer retention. From the study, it has been found that there is a positive and significant impact of customer satisfaction over the relationship between service quality and customer retention. SERVQUAL model has been used to measure service quality. The study implements PLS-SEM model to measure and analyze the relationship between variables.
Service Quality, Customer Satisfaction, Customer Retention, PLS-SEM, SERVQUAL
