In general, perceived service quality seems to be positively related to customers’ likelihood of remaining a loyal customer and their attitudes toward the service provider i.e. brand loyalty (Anton, Camarero, & Carrero, 2007; Bell, Auh & Smalley, 2005; Aydin & Ozer, 2005). Among others, Jones et al. (2002) found a significant relationship between perceived quality and customer loyalty.