5.5 Relationship Between Service Quality & Customers Loyalty :
Service organization’s customers will remain loyal to service organization if their evaluation to what they
obtained is relatively larger than they expect to get it from competitors, and since loyalty expresses customer’s
repeating to deal with service organization, this affects customers satisfaction with provided services by that
organization where customers always prefer the service that is characterized by quality , specifications and
characteristics that are matching with their needs and desires, which consequently lead to build loyalty to the
organization (Al-Kurdi, 2011).
Many organizations have realized that maintaining excellence depends on acquiring customer loyalty,
since service quality represents an necessary ingredient in order to convince customers to choose an organization
than others, since achieving high levels of service quality provided is a vital artery that supplies service
organization with loyal customers. Providing service of high quality is deemed the most effective way to ensure
service organization superiority of the over its competitors by retaining loyal customers .