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Validation of SERVQUAL Model in Relation to Customer Loyalty: Evidence from FMCGs in Pakistan

Author

Listed:
  • Ahmed, Ammar

    (College of Business, University Utara Malaysia, Sintok Malaysia)

  • Khuwaja, Faiz Muhammad

    (Department of Business Administration, Sukkur IBA University, Pakistan)

  • Othman, Ismail Bin Lebai

    (College of Business, University Utara Malaysia, Sintok Malaysia)

  • Qureshi, Muhammad Asif

    (College of Business, University Utara Malaysia, Sintok Malaysia)

  • Ali, Rao Akmal

    (College of Business, University Utara Malaysia, Sintok Malaysia)

Abstract

The aim of this study is to make a scientific contribution to understanding the relationship between SERVQUAL model and customer loyalty. The primary objective is to examine the composite relationship between SERVQUAL model and customer loyalty from the perspective of FMCG customers. The second objective is to investigate the relationship between each dimension of the SERVQUAL model in relation to customer loyalty. Through the self-rated survey, data was collected from the 400 walk-in customers of FMCG firms. Using PLS-SEM approach, the validation of SERVQUAL model was analyzed in relation to customer loyalty. Also, the influence of each dimension of service quality on customer loyalty was examined. The findings of primary objective revealed that the SERVQUAL model is significantly and positively linked to the customer loyalty. Further, the findings of the second objective revealed that each dimension of the SERVQUAL model has a significant relationship with the customer loyalty and depicts noteworthy contribution of service quality in literature. These findings suggest that SERVQUAL model is capable of being effectively used to evaluate the service quality in the FMCG market of Pakistan. Implications and future opportunities of the study are discussed.

Suggested Citation

  • Ahmed, Ammar & Khuwaja, Faiz Muhammad & Othman, Ismail Bin Lebai & Qureshi, Muhammad Asif & Ali, Rao Akmal, 2017. "Validation of SERVQUAL Model in Relation to Customer Loyalty: Evidence from FMCGs in Pakistan," Sukkur IBA Journal of Management and Business, Sukkur IBA University, vol. 4(2), pages 54-74, July - De.
    • Handle: RePEc:ris:ibajmb:0039
    DOI: 10.30537/sijmb.v4i2.111
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    Citations

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    Cited by:

    1. Ammar Ahmad & Muhammad Azeem & Sanober Salman Shaikh, 2019. "Csr Or Iso Certifi Cation: What Does Really Matter For Consumer In Developing Countries," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 15(1), pages 95-111.
    2. Ammar Ahmed & Sanober Salman Shaikh & Rafat Naseer & Muhammad Asadullah, 2019. "Factors Affecting Customer Retention In The Restaurant Industry: Moderating Role Of Restaurant Location," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 15(2), pages 15-17.
    3. Ammar Ahmad & Muhammad Azeem & Sanober Salman Shaikh, 2019. "Csr Or Iso Certifi Cation: What Does Really Matter For Consumer In Developing Countries," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 15(1), pages 15-18.
    4. Ammar Ahmed & Sanober Salman Shaikh & Rafat Naseer & Muhammad Asadullah, 2019. "Factors Affecting Customer Retention In The Restaurant Industry: Moderating Role Of Restaurant Location," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 15(2), pages 95-108.

    More about this item

    Keywords

    SERVQUAL; Service Quality; Customer Loyalty; Fast Moving Consumer Goods; PLS-SEM.;
    All these keywords.

    JEL classification:

    • C30 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - General

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