An Investigation Of The Relationship Between Customer Experienced Service Quality And Customer Loyalty

The research has focused on the relationship between customers experienced service quality and service customer loyalty. It focuses on a scale for measuring service dimensions and service loyalty dimensions and the relationship between dimensions of customer experienced service quality and customer loyalty in this dissertation. The result of an empirical study in banking service in Beijing district suggests that five dimensions of service quality can be identified: tangible quality, reliability quality, response quality, assurance quality and empathy quality, and dimensions of service loyalty: cognitive loyalty, attitude loyalty and behavioral loyalty. Further analysis by using spss11.o software has showed the different relationship between service quality dimension and customer loyalty dimension on banking service:(1) The quality invariables of tangible, response, assurance and empathy have positive impact on cognitive loyalty;(2) The quality invariables of reliability, response, assurance and empathy have positive impact on attitude loyalty;(3) It is only responsive quality in customer experience service quality has positive impact on behavioral loyalty.