INFLUENCE OF SERVQUAL MODEL ON CUSTOMER LOYALTY WITH SPECIAL REFERENCE TO RETAIL OUTLETS IN BANGALORE

Abstract Companies have begun to focus on developing strategies for maintaining better relationships and to retain the existing customers as well as to attract new customers to widen their customer base. This requires companies to focus on fulfilling the changing requirements of the customers and making changes to the existing products and services if needed. This ensures that the company is customer-oriented rather than being just profit-oriented. Thus, this research aims at determining the influence of SERVQUAL towards customer loyalty especially with respect to retail outlets in Bengaluru city and providing suggestions to the service providers towards the implementation of the proven dimensions of the study and measures to provide improved and efficient service to their customers. The successful implementation would impact the satisfaction levels of the customers and therefore would minimize the gap between the expectation and service delivery by the retail outlets. Therefore, this research study throws light on factors such as customer satisfaction and service quality and its impact on customer loyalty especially with respect to retailing sectors, thus enabling the retailers to design and develop strategies that would help them in satisfying their customers and converting them to become the loyal customers of their brand of product or service