Path analysis of the consequences of customer service skills: an exploratory study in Jordan

Abstract

The aim of this research is to examine the relationship between customer service skills (CSS), customer satisfaction (CS) and customers' loyalty (CL) through relationship marketing skills (RMS) in mobile service organisations (MSOs) in Jordan. Data were collected from 1,350 mobile service subscribers of the MSOs in Jordan. Our findings indicate that CSS has positively and significantly affected CS. CS dimensions have positively and significantly affected CL and RMS has positively and significantly affected CL. RMS partially mediated the relationship between CS dimensions and CL. Our research is the first attempt to investigate the relationship between CSS, CS and CL through RMS, as mediator, either in Jordan or in other developing countries.