Relationship between service quality, customer satisfaction and customer loyalty: A study with special reference to public sector organization in India

This research has proposed a conceptual framework to investigate the relationship between service quality, customer satisfaction and customer loyalty in the context of major public sector organization in India. The respondents were 368 customers who has complete questionnaire. The result of the study indicates that service quality and customer satisfaction positively related with the customer loyalty. Multiple regressions highlighted that the customer satisfaction as a stronger predictor of customer loyalty compared to service quality. A clear understanding of the postulated relationships among the studied variables might encourage the service provider(s) to figure out appropriate course of action to win customers’ trust by providing better services in order to create a loyal customer base.