SERVICE QUALITY IMPACTS CUSTOMER SATISFACTION AND CUSTOMER LOYALTY (EMPIRICAL EVIDENCE FROM THE APPAREL INDUSTRY OF PAKISTAN)

Abstract

As customers become prone to technology and have easy access to information, creating loyal customers is becoming challenging for service providers. Therefore, it becomes important for companies to take corresponding actions proactively. The study has been conducted within the apparel industry of Karachi. Data from Karachi's young Apparel Brand users has been collected and analyzed through SPSS and PLS-SEM. It has been analyzed that customer satisfaction and rapport significantly impact customer loyalty and the repurchase intention of the customer. The quality of the service offered to the customer plays a significant role in achieving customer satisfaction and enhancing their loyalty, which helps in achieving the repurchase intention of the customer. The present study highlights the measures managers must take to strengthen customer loyalty, resulting in repurchase behavior and positive word of mouth. It will develop an understanding of how the better allocation of the available organizational resources can be carried out, which will help increase the customer's repurchase intention. For the success of any organization, a greater proportion of satisfied customers is required, and the organization needs to enhance its satisfaction and loyalty level.