A study onthe impact of service quality towardscustomer loyalty

Service quality is a very important dimension for a marketer. The success or failure of a business to a large extent depends on the quality of service offered by the marketer. Customers not only judge the brand by its products but also through its quality of services. No amount of advertisements and sales promotions can have a deeper impact on customer loyalty as the quality of services offered. The relationship between the retailer and the consumer has become more complex in today's service-oriented economy. Customer dissatisfaction is undoubtedly the major source of customer complaints and it occurs when the customer's experience with a retailer's product or service fails to live up to expectations which if not handled properly leads to customer not being loyal and in turn affects the profit margins. The liaison between service quality and customer satisfaction has a long-lasting effect on the purchasing behaviour of the consumer. The present study is to understandthe dimensions of service quality followed by the apparel retail stores in Bangalore and to find out if it has an impact on customer loyalty.