Customer Satisfaction and Customer Loyalty Optimization by Improving Product Quality: Mediating Role of Customer Satisfaction

Abstract

The objective of the study is to investigate the role of product quality in customer satisfaction optimization, to investigate the role of customer satisfaction in customer loyalty optimization, to explore the role of product quality in customer loyalty optimization and to investigate the mediating effect of customer satisfaction between product quality and customer loyalty. Quantitative research methodology and convenience sampling is used in this study. Survey responses were collected and data was analyzed by using SPSS. The results of the research shows that there is a strong effect of product quality on customer satisfaction and customer loyalty. There is a significant effect of customer satisfaction on customer loyalty. The results also depict that customer satisfaction mediates the effect of product quality on customer loyalty. This study will help practitioners and managers to understand the concept as well as practically understand how they can satisfy and retain customers by improving product quality. The limitations of the study is that there is a need to study factors other than quality which can contribute in customer satisfaction and customer loyalty.