The relationship between service quality and customer loyalty at Automobile Association of Malaysia, Seremban / Norsuhana Ahmad Fuad

• Main Author: Ahmad Fuad, Norsuhana
• Format: Thesis
• Language: English
• Published: 2014
• Subjects: Consumer satisfaction; Customer services. Customer relations
• Online Access: https://ir.uitm.edu.my/id/eprint/69817/1/69817.pdf; https://ir.uitm.edu.my/id/eprint/69817/

The purpose of this study is to obtain a better understanding and to get an outcome about the relationship betwcen service quality and the customer loyalty. The present research was conducted in an Automobile Association of Malaysia, Seremban (AAM) in 2014. In this research, the service quality standard model has been used for evaluation of service quality, Gremler and Brown (1996) model with some revision was used for evaluating the loyalty. The focus of this research is an Automobile Association of Malaysia branch at Seremban and 169 customers of this service provider were sampled. The results of this research show that in all aspects, customers expectation, either they are loyal or not towards this AAM, Seremban service provider and in fact on how the quality of offered services is. The collected data then analyzed using the SPSS 21. The results of the study revealed that service quality was positively correlated with customer loyalty and both of the factors are significant. Some recommendations for future research are also made.