Vol. 4 No. 2 (2024): November
Articles
Integrating Service Quality, Perceived Value, and Loyalty for Effective Modern Marketing Strategies
Abstract
Purpose: This study aims to examine the key factors influencing customer loyalty, specifically service quality and perceived value, and to analyze their direct and indirect effects through customer satisfaction. It also seeks to offer a combined perspective that integrates these variables into a single framework, addressing a gap in previous studies that often examined them separately.
Research Methodology: The research uses a qualitative approach through a literature review. Relevant theories and prior empirical studies on customer loyalty, service quality, perceived value, and customer satisfaction were systematically collected and analyzed to identify patterns, relationships, and conceptual insights.
Results: The findings indicate that both service quality and perceived value play a significant role in enhancing customer satisfaction. In turn, customer satisfaction acts as a mediating variable that strengthens customer loyalty. Additionally, service quality and perceived value also have a direct positive impact on loyalty.
Conclusions: The study concludes that integrating service quality and perceived value is essential in building customer satisfaction and sustaining customer loyalty. A holistic approach provides stronger outcomes compared to analyzing each variable independently.
Limitations: This study is limited to a literature review and does not include primary data collection, which may restrict empirical validation of the proposed relationships.
Contributions: This research contributes by offering a comprehensive framework that combines service quality and perceived value simultaneously, providing a novel perspective for academics and practical insights for marketers in developing effective customer retention strategies.
Customer Loyalty
Customer Satisfaction
Perceived Value
Quality of Service
How to Cite
Pribadhi, A. ., Utami, S. ., & Sayidah, N. . (2024). Integrating Service Quality, Perceived Value, and Loyalty for Effective Modern Marketing Strategies. Journal of Economics, Management, Entrepreneurship, and Business, 4(2), 73-84. https://doi.org/10.52909/jemeb.v4i2.198
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