Abstract
This paper investigates the effects of customer-one service employee relationship (COSER) strength on personal loyalty and organizational loyalty within the Tunisian automobile repair service context. The study is based on automotive repair dealers in Tunisia and draws on quantitative data. A causal model was tested via structural equations modeling. Data were collected from a randomly sample of 332 customers. The results confirm that the COSER strength has a considerable impact on service loyalty. However, and contrary to the literature, it is an indirect effect through personal loyalty. The results have major implications for marketing practices of service firms that generate customer loyalty through personal loyalty to benefit from its impact while avoiding its risks.
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