1Research Scholar, Guru Gobind Singh Indraprastha University
2Professor Guru Gobind Singh Indraprastha University
Online published on 17 October, 2018.
The major objective of this study is to determine the relationship between each of the five dimensions of service quality, customer satisfaction and customer loyalty and to find out which of the dimensions of service quality exerts the greatest influence on customer satisfaction.
Survey approach has been used including a sample size of 180 customers of electronics durables retail chains viz. Croma, Reliance digital, Next and E-zone in Delhi-NCR who have responded to a self administered questionnaire. Various descriptive statistics and multiple regression analysis have been used to analyse the data.
The results of the analysis indicate that personal interaction, reliability and policy have a positive relationship with customer satisfaction which is further positively associated with customer loyalty.
The paper provides certain suggestions to managers of retail chains regarding the relationship between service quality dimensions, satisfaction, and loyalty.
Service quality dimensions, Customer loyalty, Electronics Durables, Retail Chains, Customer satisfaction
