RELATIONSHIP AMONG CUSTOMER SATISFACTION (CARRYOVER), SERVICE QUALITY AND CUSTOMER LOYALTY: AN ANALYSIS THROUGH HIERARCHICAL LINEAR MODELLING

Abstract

The purpose of this paper is to explore the role of Customer Satisfaction (Carryover [i.e. CS (C)]
on service quality (i.e. SQ). In order to ascertain that, authors hypothesizes that CS (C) leads to
SQ which further goes on to affect customer loyalty (i.e. CL). To achieve these objectives data
were collected from 317 customers of 4 major organized retailers in India. A mediated
moderation model was tested with the help of hierarchical liner modeling. Results revealed that
a) CS (C) positively leads to SQ and CS. b) SQ mediates between CS (C) and CL and c) CS (C)
moderates the relationship between SQ and CL.