Title: An empirical model of customer service quality and customer loyalty in an international electronics company

Authors: Amjad A. Abu-ELSamen; Mamoun N. Akroush; Ameen L. AL-Sayed; Hasan J. Hasan

Addresses: Department of Marketing, Faculty of Business, The University of Jordan, Amman, Postal Code 11192, Jordan. ' Department of Management Sciences, Talal Abu-Ghazaleh College of Business, The German – Jordanian University, P.O. Box 921951 Amman, 11192, Jordan. ' LG Electronics LEAVNT, P.O. Box 930254 Amman, Postal Code 11193, Jordan. ' Jordan Micro-Credit Company 'Tamweelcom', P.O. Box 92571 Amman, Postal Code 11190, Jordan

Abstract: The purpose of this research is to develop a model that tests the complex relationships among customer service quality, corporate image, customer satisfaction and customer loyalty in an electronics purchase context in the Jordanian market. A quantitative methodology is used in which 734 questionnaires were delivered to the company's service centre's customers, from which 300 were valid and useable for data analysis. A series of exploratory and confirmatory factor analyses were conducted to reveal the research constructs and structural equation modelling was used to test the research model. The results show that customer service quality has a positive and significant effect on each of customer satisfaction, corporate image and customer loyalty. Corporate image has a positive and significant effect on customer loyalty and customer satisfaction which affect customer loyalty as well. Finally, corporate image was found to be the most important factor affecting customer loyalty. The research has offered marketing and customer service managers with empirical insights regarding drivers of both successful customer service strategies and roots of customer loyalty. Future research attempts may employ multidimensional measures for measuring the research constructs and test the model using other products and industries.

Keywords: customer service quality; corporate image; customer satisfaction; electronic products; customer loyalty; Jordan; electronics industry; modelling.

DOI: 10.1504/IJEB.2012.048748

International Journal of Electronic Business, 2012 Vol.10 No.1, pp.39 - 63

Published online: 10 Apr 2015 *

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