Relationship between service quality and customer loyalty: mediating effect of customer satisfaction and customer trust in Thailand’s audit firms

Relationship between service quality and customer loyalty: mediating effect of customer satisfaction and customer trust in Thailand’s audit firms

Customer loyalty is a competitive tool for companies. The growth and survival of companies depend on how loyal their customers are, and the audit firm is no exception. Customer loyalty has played an important role in achieving competitive advantages. Customer loyalty can increase a company’s income...

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Main Author: Pringviriya, Nuchsara
Format: Thesis
Language:eng
eng
Published: 2015
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/5750/1/s91340_01.pdf
https://etd.uum.edu.my/5750/2/s91340_02.pdf
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id my-uum-etd.5750
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institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Fadzil, Faudziah Hanim
Syed Ismail, Syed Soffian
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Pringviriya, Nuchsara
Relationship between service quality and customer loyalty: mediating effect of customer satisfaction and customer trust in Thailand’s audit firms
description Customer loyalty is a competitive tool for companies. The growth and survival of companies depend on how loyal their customers are, and the audit firm is no exception. Customer loyalty has played an important role in achieving competitive advantages. Customer loyalty can increase a company’s income, reduce costs and lead to future revenue. The major drivers of customer loyalty are service quality, customer satisfaction, and customer trust. Therefore, this study explores the relationship among service quality, customer satisfaction, customer trust, and customer loyalty and determines the mediating effect of customer satisfaction and customer trust on the relationship between service quality and customer loyalty in Thailand’s audit firms. The SERVQUAL model is an important instrument used to measure service quality in this study. The respondents of the study are public companies listed on the Stock Exchange of Thailand. The auditors are under Thailand’s laws and regulations and are approved by the office of the Stock Exchange of Thailand to audit the Securities and Exchange Commission registrants. A total of 507 questionnaires were distributed, and only 296 questionnaires were received. Seven hypotheses were developed and tested with multiple regression and hierarchical regression analysis. The results indicate that the SERVQUAL model is a good measurement of service quality in an audit firm. Firstly, service quality has a strong positive relationship with customer satisfaction, customer trust, and customer loyalty. Secondly, customer satisfaction has a positive relationship with customer loyalty. Thirdly, customer trust has a positive relationship with customer loyalty. Finally, customer satisfaction and customer trust partially mediate the relationship between service quality and customer loyalty. Plausible reasons for the results are discussed within the context of the study. Both practical and theoretical contributions, as well as recommendations for future research made.
format Thesis
qualification_name Doctor of Business Administration (DBA)
qualification_level Doctorate
author Pringviriya, Nuchsara
author_facet Pringviriya, Nuchsara
author_sort Pringviriya, Nuchsara
title Relationship between service quality and customer loyalty: mediating effect of customer satisfaction and customer trust in Thailand’s audit firms
title_short Relationship between service quality and customer loyalty: mediating effect of customer satisfaction and customer trust in Thailand’s audit firms
title_full Relationship between service quality and customer loyalty: mediating effect of customer satisfaction and customer trust in Thailand’s audit firms
title_fullStr Relationship between service quality and customer loyalty: mediating effect of customer satisfaction and customer trust in Thailand’s audit firms
title_full_unstemmed Relationship between service quality and customer loyalty: mediating effect of customer satisfaction and customer trust in Thailand’s audit firms
title_sort relationship between service quality and customer loyalty: mediating effect of customer satisfaction and customer trust in thailand’s audit firms
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2015
url https://etd.uum.edu.my/5750/1/s91340_01.pdf
https://etd.uum.edu.my/5750/2/s91340_02.pdf
_version_ 1747827974678249472
spelling my-uum-etd.57502021-03-18T08:44:32Z Relationship between service quality and customer loyalty: mediating effect of customer satisfaction and customer trust in Thailand’s audit firms 2015 Pringviriya, Nuchsara Fadzil, Faudziah Hanim Syed Ismail, Syed Soffian Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. Customer loyalty is a competitive tool for companies. The growth and survival of companies depend on how loyal their customers are, and the audit firm is no exception. Customer loyalty has played an important role in achieving competitive advantages. Customer loyalty can increase a company’s income, reduce costs and lead to future revenue. The major drivers of customer loyalty are service quality, customer satisfaction, and customer trust. Therefore, this study explores the relationship among service quality, customer satisfaction, customer trust, and customer loyalty and determines the mediating effect of customer satisfaction and customer trust on the relationship between service quality and customer loyalty in Thailand’s audit firms. The SERVQUAL model is an important instrument used to measure service quality in this study. The respondents of the study are public companies listed on the Stock Exchange of Thailand. The auditors are under Thailand’s laws and regulations and are approved by the office of the Stock Exchange of Thailand to audit the Securities and Exchange Commission registrants. A total of 507 questionnaires were distributed, and only 296 questionnaires were received. Seven hypotheses were developed and tested with multiple regression and hierarchical regression analysis. The results indicate that the SERVQUAL model is a good measurement of service quality in an audit firm. Firstly, service quality has a strong positive relationship with customer satisfaction, customer trust, and customer loyalty. Secondly, customer satisfaction has a positive relationship with customer loyalty. Thirdly, customer trust has a positive relationship with customer loyalty. Finally, customer satisfaction and customer trust partially mediate the relationship between service quality and customer loyalty. Plausible reasons for the results are discussed within the context of the study. Both practical and theoretical contributions, as well as recommendations for future research made. 2015 Thesis https://etd.uum.edu.my/5750/ https://etd.uum.edu.my/5750/1/s91340_01.pdf text eng public https://etd.uum.edu.my/5750/2/s91340_02.pdf text eng public dba dba Universiti Utara Malaysia Abu-ELSamen, A.A., Akroush, M.N., Al-Khawaldeh, F.M., & Al-Shibly, M.S. (2011). Towards an integrated model of customer service skills and customer loyalty; the mediating role of customer satisfaction. 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