The Effect of Service Quality Measured by Serperf Method on Customer Satisfaction and Customer Loyalty: An Application in the Readymate Clothing Retailing Sector

Abstract

The concept of service quality has become extremely important in terms of businesses with the emergence of an intense competition between the businesses in the developing marketing approach. Service quality is an attitude formed by a long-term, overall evaluation of a firm’s performance. Businesses which provide quality services, they want to provide customer satisfaction and customer loyalty. Consumer's satisfaction is the key factor that drives when the performance of the product or service exceeds expectations. Customer loyalty emerges as a result of customer satisfaction. In this context, the aim of this study is to measure the performance-based service quality of a retailer garment store customer and to measure its impact on customer satisfaction and customer loyalty. The research hypotheses were tested on 400 real customers who served at least once from the branches of this store in Ankara.