Abstract
This research examines the mediator effects of the general attitude to SB, satisfaction to SB on the relationship between service quality in retailing and loyalty to SB by proposing and testing an integrative model of these factors. The sample consists of 250 customers randomly selected. The study used the SERVQUAL model as the main framework for analysing the quality of service. We used structural equation modelling that it is an adequate solution to the design of theoretical models and to test the research hypotheses. The results show that service quality influences indirectly SB loyalty via the mediation of general attitude to SB and satisfaction to SB. Important findings, and managerial implications are also discussed in the current paper.
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