A Study on the Impact of Service Quality on Customer Loyalty A case of Sri Lankan Supermarkets

Abstract

: In Sri lanka, Supermarket sector has experienced a remarkable growth specially in the last ten years. It demonstrated supermarket sector as one of the fast growing industries in Sri Lanka. Therefore, service quality has become major determinant for the supermarkets in order to create customer satisfaction which further help to gain customer loyalty. The main purpose of this study was to understand the impact of service quality on customer loyalty in the context of supermarket sector of Sri Lanka. This study has chosen convenience sampling as the sampling method and a questionnaire to gather data from 384 respondents. SERVQUAL model has selected to measure the variables of this study and regression has chosen to analyse data through SPSS (Statistical package for the social sciences) software.The study findings revealed that there was a significant impact on service quality dimensions towards customer satisfaction and customer loyalty. The results further indicated that the assurance has a more impact on customer satisfaction and tangibles has a more impact on customer loyalty.