The Scope of an Integrated Analysis of Trust Switching Barriers, Customer Satisfaction and Loyalty
Muath Alkhurshan, Husam Rjoub
Keywords:
service quality, playfulness, customer satisfaction, competitiveness, switching barriers, customer loyalty
Abstract:
This study investigated the impact of service quality, intimacy, trust, and playfulness on customer
loyalty. The integrated variables were investigated alongside their effect on customer loyalty.
Variance-based structural equation modeling with PLS (PLS-SEM) was selected to assess the
proposed hypotheses, with the analysis sample of the study including 627 questionnaires distributed
to the sampled subjects. The positive effect of service quality, playfulness, intimacy, trust,
and satisfaction was found, and a statistically significant impact was shown of switching barriers
and trust on customer loyalty. Contrastingly, the results found no significant effect of customer
satisfaction on customer loyalty. Our study offers a deeper understanding of some of the most
important factors concerning customer satisfaction and loyalty and the effect of these factors on
increasing market share and competitive advantage. The research goal of this paper is to examine
the impact of service quality on business competitiveness. Enterprises need to understand what
service quality is and how it will help provide a great competitive advantage, e.g. how service
quality models could allow managers to identify where problems with quality lie. This will help
managers determine where to improve the efficiency and profitability of the overall performance
of the enterprise. For service industries, service quality increases competitive advantage and
long-term profitability. Service quality will help organizations compete efficiently and differentiate
themselves from other enterprises striving to achieve the same goals. For this and other
reasons, service quality should be seen as critically important for businesses.
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 10.7441/joc.2020.02.01
Alkhurshan, M., & Rjoub, H. (2020). The Scope of an Integrated Analysis of Trust Switching Barriers,
Customer Satisfaction and Loyalty. Journal of Competitiveness, 12(2), 5–21. https://doi.org/10.7441/joc.2020.02.01
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