Abstract

This empirical study examines the causal relationships among service quality, customer satisfaction, and customer loyalty within a specific service context. Data were collected from a sample of 100 customers via a structured survey, capturing their perceptions of service quality across the five SERVQUAL dimensions, overall satisfaction, and loyalty intentions. Statistical analysis, including correlation, Analysis of Variance (ANOVA), and multiple regression, was employed to test the study's hypotheses. The results reveal a strong positive correlation between service quality and customer satisfaction, and between satisfaction and loyalty. ANOVA was used to compare mean satisfaction and loyalty scores across customer segments. Most importantly, regression analysis confirms that service quality is a significant predictor of customer satisfaction, which, in turn, acts as a powerful mediator linking service quality to customer loyalty. These findings provide practical evidence for service managers, demonstrating that strategic focus on enhancing service quality is a robust pathway to improving customer satisfaction and ultimately cultivating long-term customer loyalty.