ABSTRACT

This study examines the relationship among service quality, customer satisfaction, and customer loyalty in auto maintenance and repair service firms. The results of empirical analysis can be summarized by the following: First, service quality had a significant effect on customer satisfaction. Second, service quality had a significant effect on customer loyalty. It had also a positive, significant effect on customer loyalty through customer satisfaction. Third, customer satisfaction had a significant effect on customer loyalty. Therefore, the results of the study provide the practical implication for establishment of auto maintenance and repair service firms' marketing strategies.

KEYWORD

Service quality, Customer satisfaction, Customer Loyalty

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