The Empirical Study on Relationship between Service Quality,Customer Satisfaction and Customer Loyalty in Automobile Service Industry

We have done an empirical study in seven automobile franchise houses in Guangdong to investigate the relationship among service quality, customer satisfaction, and the four components of customer loyalty. The results of data analysis show that service quality has direct impacts on customer cognitive loyalty, customer affective loyalty and customer conative loyalty; customer satisfaction has direct impacts on the four components of customer loyalty, and customer satisfaction has more influence on customer attitude loyalty than on behavioral loyalty; customer cognitive loyalty and customer conative loyalty, among the four components of customer loyalty, can affect directly customer action loyalty, and customer conative loyalty has more influence than customer cognitive loyalty has.