An integrated model of perceived service quality and customer loyalty: an empirical examination of the mediation effects of customer satisfaction and customer trust

Abstract

The aim of this research is to examine the mediating roles of customer satisfaction and customer trust on the relationship between service quality and customer loyalty in Jordan’s mobile service operators. Data were collected from 1,000 subscribers from which 756 were valid for the analysis. Structural equation modelling was utilised to test the research model. The findings indicate that SERVQUAL consists of three rather than five dimensions as proposed by the original developers. Each of customer satisfaction and customer trust has fully mediated the relationship between service quality and customer loyalty. International mobile service operators have been offered empirical evidence on the multiple drivers of customer loyalty. The research contributed to the stream of research that found problems in the SERVQUAL scale dimensions and items. Furthermore, the empirical validation of the well established link between service quality, satisfaction, trust, and customer loyalty, in a developing country business environment, Jordan, adds to this study’s contribution.