Improving Customer Loyalty Based on Relationship and Service Quality on Networked Store Customer

Abstract

The research objectives of this study is to examine: (i) the influence of service quality on relationship quality and customer loyalty; (ii) the influence of relationship quality on customer loyalty; and (iii) the intermediate effect of service quality on customer loyalty mediated by relationship quality in networked mini-markets We collected the data from 140 customers based on a purposive sampling, using a structured questionnaire distributed at seven Indonesian cities. The research results of the study show that the increase in service quality directly improves relationship quality. However, we could not prove that the increase in service quality directly increases customer loyalty. Finally, we find that there is an intermediate effect of service quality on customer loyalty mediated by relationship quality in networked mini-markets