International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

 

Customer Service Effects on Customer Satisfaction and Customer Loyalty: A Field Research in Shopping Centers in Izmir City - Turkey
Dr. Emel Kursunluoglu

Abstract
The purpose of this study is to analyze the customer service effects on customer satisfaction and customer loyalty. The field study is applied by using survey method on a face-to-face and electronic mail basis as interview methods including four hundred shopping mall customers who live in Izmir city, Turkey. The research model is formed for measuring customer service effects on customer satisfaction and customer loyalty. The research model is tested by three hypotheses via regression analyses. According to the research results, customer services which comprise 8 factors can explain 13.9 % of variance in customer satisfaction, 12.5 % of variance in customer loyalty and also customer satisfaction can explain 43.2 % of variance in customer loyalty. As a result, customer services can explain both customer satisfaction and customer loyalty and it must be improved by retailers.

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