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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/13019

Title: The Mediation Effect of Customer Satisfaction on the Relationship Between Service Quality and Customer Loyalty
Authors: Nyan, Louisa M.
Rockson, Samuel B.
Addo, Paul K.
Keywords: customer service
customer satisfaction
customer loyalty
quality service
service organization
Issue Date: Aug-2020
Publisher: Journal of Management and Strategy
Citation: Journal of Management and Strategy, Vol. 11, No. 3; 2020
Abstract: The aim of the study was to investigate customer satisfaction’s mediation role in the relationship between service quality and customer loyalty within Ghana’s telecommunication sector. The report followed an approach to quantitative analysis and questionnaires to collect data from 105 respondents. The statistical analysis was performed using descriptive methods and inferential statistical techniques in IBM SPSS. The mediation analysis was made using Hayes' PROCESS macro model 4. Results of the analysis showed that quality of service is a substantially positive indicator of customer loyalty. It was also evident that Service Quality had a significant and positive influence on customer satisfaction. The direction between the mediator (Customer Satisfaction) and Customer Loyalty was positive but not significant. Again, it became evident that customer satisfaction partially balances the relationship between service quality and customer loyalty. It was evident that telecommunications companies' service quality cannot be the only predictor of customer loyalty, but customer satisfaction should be considered. The study recommends that telecommunications companies in Ghana should lose the script or the strict customer interaction code, review and analyze customer interactions, make multifunctional supports available and reconnect with disgruntled customers.
Description: This article is published in Journal of Management and Strategy and also available at https://doi.org/10.5430/jms.v11n3p13
URI: 10.5430/jms.v11n3p13
http://hdl.handle.net/123456789/13019
Appears in Collections:College of Architecture and Planning

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