The Effect of Service Quality on Customer Loyalty (Case Study: Clients of Asia Insurance Co., Miandoab, Iran)

Reza Khodayi Mahmudi, Ebrahim Abdoli

Abstract


This article aims to study the effect of service quality on customer loyalty in Miandoab, Iran. In this study, the effect of service quality and its dimensions including tangible factors, reliability, responsiveness, assurance, and empathy was determined on customer loyalty. An applied and correlational survey was performed. Applying Cochran formula, the sample size consisted of 385 clients referring to Asia Insurance Company in Miandoab, Iran. For hypothesis testing, independent t-test, variance analysis, Pearson, step-by-step multiple linear regression were employed. Findings show that service quality and its dimensions including tangible factors, reliability, responsiveness, assurance, and empathy are found to have a direct and significant relationship with customer loyalty of clients referring to Asia Insurance Company in Miandoab, Iran.


Keywords


quality, service quality, customer loyalty, Asia Insurance Company.

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