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2017•Asian Journal of Research in Social Sciences and HumanitiesRequires access

The Mediating Role of Customer Satisfaction in the Relationship between Service Quality and Customer Retention

Kavita Rawat, T. Ravi Kumar

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Abstract

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.

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What this paper is about

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.

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OpenAlex reports 1 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

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.

Key concepts: Customer satisfaction, Service quality, Customer retention, Business, Marketing, Mathematics, Quality (philosophy), Service (business)

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