Open AccessTHE IMPACT OF AUTOMATED SERVICES QUALITY ON BRAND LOYALTY WITH THE MEDIATING ROLE OF CUSTOMER SATISFACTION AND MODERATING ROLE OF CUSTOMER KNOWLEDGE
Author(s) -
Anser Hayat
Publication year - 2015
Publication title -
jinnah business review
Language(s) - English
Resource type - Journals
eISSN - 2307-7921
pISSN - 2070-0296
DOI - 10.53369/aewo3406
Subject(s) - customer satisfaction , loyalty business model , service quality , business , customer advocacy , marketing , customer retention , customer delight , advertising , service (business)
The aim of this study was to find out the impact of automated service quality on brand loyalty with the mediating role of customer satisfaction and moderating role of customer knowledge. Data was collected through 150 questionnaires completed by randomly selected customers. Descriptive statistics, exploratory factor analysis, and multiple regressions were used to test the direct impact of automated services quality on brand loyalty, and moderating role of customer knowledge. The findings suggest that the automated service quality and customer knowledge have a significant and positive effect on customer satisfaction. The results show automated service quality and customer satisfaction to be significantly associated with brand loyalty.