Increasing Performance through Loyalty by Improving Customer Service Quality: Case Study of a Fuel Retailer
The 26th World Multi-Conference on Systemics, Cybernetics and Informatics (WMSCI 2022): Proceedings
2022
Linda Zāga-Bremmere,
Gundars Kokins,
Modris Ozoliņš
This research article examines the connection between the perceived quality of a customer-company service interaction in a retail environment by analyzing the concepts of service quality and its impact on customer satisfaction. To evaluate how service quality impacts a company’s performance and which dimensions of service quality should be emphasized, the concept of customer loyalty is cross-examined in the article to identify the various performance-related outcomes. Measurement methods are evaluated and applied in a case study involving a large fuel retailer in Latvia. As a result of the empirical research involving SERVQUAL, CSAT, NPS surveys, semi-structured interviews & qualitative content analysis, practical improvement and focus areas for fuel retailers are suggested, theoretical implications are discussed, and future research directions are proposed.
Keywords
Service Quality, SERVQUAL, Customer Satisfaction, Customer Loyalty
DOI
10.54808/WMSCI2022.02.154
Hyperlink
https://www.iiis.org/DOI2022/SA454GI/
Zāga-Bremmere, L., Kokins, G., Ozoliņš, M. Increasing Performance through Loyalty by Improving Customer Service Quality: Case Study of a Fuel Retailer. In: The 26th World Multi-Conference on Systemics, Cybernetics and Informatics (WMSCI 2022): Proceedings, United States of America, Orlando, 12-15 July, 2022. Winter Garden: International Institute of Informatics and Systemics (IIIS), 2022, pp.154-160. ISBN 978-1-950492-65-7. ISSN 2771-0947. Available from: doi:10.54808/WMSCI2022.02.154
Publication language
English (en)