The perception of customers about quality was predicted to be linked with their loyalty with
brand because favorable perception about the brand quality leads to more and more brand
loyal customers. That’s why Bolton and Drew (1991) suggested “service quality has
significant effects on customer loyalty”. 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. To report the direct
relation between perceived service quality and brand loyalty, existence of a significant and
positive relationship between the perceptions of customers related to service quality and their
intentions to buy and, subsequently, willingness to recommend the company (positive word
of mouth) is very much evident in various studies (Parasuraman et al., 1988; 1991).
The perception of customers about quality was predicted to be linked with their loyalty withbrand because favorable perception about the brand quality leads to more and more brandloyal customers. That’s why Bolton and Drew (1991) suggested “service quality hassignificant effects on customer loyalty”. In general, perceived service quality seems to bepositively related to customers’ likelihood of remaining a loyal customer and their attitudestoward 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 asignificant relationship between perceived quality and customer loyalty. To report the directrelation between perceived service quality and brand loyalty, existence of a significant andpositive relationship between the perceptions of customers related to service quality and theirintentions to buy and, subsequently, willingness to recommend the company (positive wordof mouth) is very much evident in various studies (Parasuraman et al., 1988; 1991).
การแปล กรุณารอสักครู่..