Effects of service quality on customer loyalty. The mediating role of customer trust. A case study of goil filling stations
| dc.contributor.author | ELIKPLIM GOODNESS AKADI | |
| dc.date.accessioned | 2024-01-15T16:42:35Z | |
| dc.date.available | 2024-01-15T16:42:35Z | |
| dc.date.issued | 2023 | |
| dc.description | A thesis submitted to the Kwame Nkrumah university of science and technology business school in partial fulfilment of the requirements for award of masters of science marketing | |
| dc.description.abstract | Using goil filling stations as a case study, the study evaluated the impacts of service quality on customer loyalty and demonstrated the mediating function of consumer trust. Since the level of iii service quality that oil marketing companies provide determines whether they will survive, service quality is of the utmost importance when analyzing their performance. The kumasi metropolis's goil filling stations were selected for this study because they are the centre of economic and industrial activity and necessitate active business interactions. The kumasi metropolis's low-income urban districts were also chosen for this study because they more accurately represent ghana's oil sector. The lack of empirical evidence suggests that consumer trust in goil may positively correlate with service quality and customer retention. The study looked at how customer trust in goil filling stations played a mediating role in the relationship between service quality and customer loyalty. 215 employees of goil filling stations in the kumasi metropolitan area provided the data. The respondents were chosen using the convenience sampling approach. Data was quantitatively examined. The findings showed a very high positive association between customer loyalty and service excellence. The findings also showed a very high positive association between consumer trust and service quality. It was shown that customer loyalty and consumer trust had a very high positive association. It was advised that goil should prioritize service quality in order to boost customer happiness, build consumer trust, and win their loyalty. Additionally, in order to keep and strengthen customer loyalty, goil should offer incentives to patrons who consistently and intensely support the company. | |
| dc.identifier.uri | https://ir.knust.edu.gh/handle/123456789/15180 | |
| dc.language.iso | en | |
| dc.publisher | KNUST | |
| dc.title | Effects of service quality on customer loyalty. The mediating role of customer trust. A case study of goil filling stations | |
| dc.type | Thesis |