The Influence of Service Quality on Customer Loyalty Outcomes: A Case of Convenience Stores in Myanmar
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Abstract
In this study conducted in Shan State, Myanmar, the impact of service qualities on convenience store customer loyalty was explored, along with the impact of customer loyalty on outcomes through the mediators of perceived value, customer satisfaction, and customer loyalty. The study focused on five service quality dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Five customer loyalty outcomes were also included: identification, exclusive consideration, advocacy, strength of preference, and share of wallet. The mediators considered were perceived value, customer satisfaction, and customer loyalty. The data were collected via a survey questionnaire from customers (N = 446) of D-Mart convenience stores. Structural equation modeling and confirmatory factor analysis were used for analyzing the data. It was found that the tangibility and responsiveness dimensions of service quality positively influenced perceived value, and customer loyalty positively influenced the five dimensions of customer loyalty outcomes. The findings could contribute to service loyalty outcomes. Moreover, the findings could be applied to the development of service quality strategies to induce customers to remain with a convenience store chain.
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