Abstract :

For businesses to succeed, organizations need to focus on meeting the needs and expectations of their customers, leading to the purchase of their products or services. A key consideration for businesses, especially in service industries, is service quality. This is a crucial factor that significantly influences consumer behavior. Such an approach appears to be becoming increasingly necessary now and, in the future, driven by modern technologies and artificial intelligence that consumers use daily. Such technology increases the distance between producers and consumers in their interactions. Therefore, focusing marketing efforts to create consumer awareness or touchpoints for services becomes more crucial, as it helps bridge the growing gap in interactions caused by modern technologies and artificial intelligence. This study, based on relevant literature and research on service quality, found that it directly impacts customer satisfaction and loyalty. Furthermore, customer satisfaction directly affects customer loyalty. This study provides a conceptual framework linking three key factors: service quality, customer satisfaction, and customer loyalty. Management and marketing professionals can utilize this framework to plan strategies and activities that foster customer loyalty through high-quality service that leads to customer satisfaction. Other academics can also build upon this framework in future research.

---

Keywords :

Customer Loyalty, Customer Satisfaction, Marketing Strategy, Service Business, Service Quality

---

References :

1. Agarwal, R., & Dhingra, S. (2023). Factors influencing cloud service quality and their relationship with customer satisfaction and loyalty, Heliyon, 9(4). https://doi.org/10.1016/j.heliyon.2023.e15177
2. Anjum, U., Aftab, J., Sultan, Q.-u.-A., & Ahmed, M. (2016). Factors Affecting the Service Quality and Customer Satisfaction in Telecom Industry of Pakistan. International Journal of Management, Accounting and Economics, 3(9), 509-520.
3. Ayo, F., Odule, T., Ogundele, L. A., & Folorunso, S. O. (2026). A Multiobjective Genetic Algorithm for Assessing Service Quality Factors in Banking Environment. Journal of Education and Science, 35, 68-82. https://doi.org/10.33899/jes.v35i2.49855.
4. Blut, M. (2016). E-Service Quality: Development of a Hierarchical Model. Journal of Retailing, 92(4), 500–517. https://doi.org/10.1016/j.jretai.2016.09.002
5. Curtis, T., Abratt, R., Rhoades, D. L., & Dion, P. (2011). Customer Loyalty, Repurchase and Satisfaction: A Meta-Analytical Review. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 24(). Retrieved from https://commons.erau.edu/db-management/18.
6. Dee-aim, T., & Mayoo, P. (2025). Relationship Between Service Quality, Perception and Behavioral Intention of Tourists Visiting Si-Thep Historical Park, Phetchabun. Journal of Academic Management Science, Phetchabun Rajabhat University, 7(2), 100–117. retrieved from https://so12.tci-thaijo.org/index.php/jams/article/view/3179
7. Erdem, A. (2025). Customer Satisfaction in Mobile Banking Usage: The Mediating Role of Perceived Trust. Tüketici ve Tüketim Araştırmaları Dergisi, 17(1), 227-258. https://doi.org/15659/ttad.17.1.200
8. Ezechi, O. N., Famoti, O., Ewim, C. P. M., Eloho, O., Muyiwa-Ajayi, T. P., Igwe, A. N., & Ibeh, A. I. (2025). Service Quality Improvement in the Banking Sector: A Data Analytics Perspective. International Journal of Advanced Multidisciplinary Research and Studies, 5, 958-971. https://doi.org/10.62225/2583049X.2025.5.1.3749.
9. Inthawong, P., & Parncharoen , C. (2024). E-Service Quality that Affects the Intention to Purchase Products via Social Media Platforms of Consumers in Bangkok and its Vicinity. Journal of Academic Management Science, Phetchabun Rajabhat University, 6(1), 13–24. retrieved from https://so12.tci-thaijo.org/index.php/jams/article/view/1241
10. Kanjananukun, K., & Tongintarad, W. (2026). Service Quality Affecting the Decision-Making Process of Pawnshop Customers in Surat Thani Province. Journal of Academic Management Science, Phetchabun Rajabhat University, 8(1), 1–17. retrieved from https://so12.tci-thaijo.org/index.php/jams/article/view/5951
11. Louisa, L., & Simbolon, F. P. (2023). Determinants of Customer Loyalty: An Empirical Study from Online Food Delivery Services. Binus Business Review, 14(3), 247−258. https://doi.org/10.21512/bbr.v14i3.9233
12. Makatita, D. (2025). The influence of Customer Relationship Management (CRM) and service quality on customer satisfaction and its impact on customer loyalty: A case study on PPJK PT. Pusaka Golden Trans Utama. Priviet Social Sciences Journal, 5, 1-13. https://doi.org/10.55942/pssj.v5i1.1772.
13. Manea, C. & Untaru, E. (2026). Measuring Digital Commitment: The Impact of Mobile Banking Interface Design and User Experience on Customer Loyalty Using Servqual and IPA. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 37-44. https://doi.org/10.31926/but.es.2025.18.67.2.4.
14. Nimmuang, K., & Chantuk, T. (2025). The Development of Digital Service Quality Indicators in the Digital Era. Journal of Academic Management Science, Phetchabun Rajabhat University, 7(2), 118–130. retrieved from https://so12.tci-thaijo.org/index.php/jams/article/view/3308
15. Omar, S., Mohsen, K., Tsimonis, G., Oozeerally, A., & Hsu, J.-H. (2021). M-commerce: The nexus between mobile shopping service quality and loyalty. Journal of Retailing and Consumer Services, 60, https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102468
16. Parasuraman, A., Zeithaml, V., & Berry, L.L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64, 12-40.
17. Pereira, M. d. S., de Castro, B. S., Cordeiro, B. A., de Castro, B. S., Peixoto, M. G. M., da Silva, E. C. M., & Gonçalves, M. C. (2025). Factors of Customer Loyalty and Retention in the Digital Environment. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 71. https://doi.org/10.3390/jtaer20020071
18. Rane, N., Achari, A., & Choudhary, S. P. (2023). Enhancing customer loyalty through quality of service: Effective strategies to improve customer satisfaction, experience, relationship, and engagement. International Research Journal of Modernization in Engineering Technology and Science, 5, 427-452. https://doi.org/56726/IRJMETS38104.
19. Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping, Heliyon, 5(10). https://doi.org/10.1016/j.heliyon.2019.e02690
20. Safira, G., Martaleni, M., & Muawanah, U. (2026). The Effect of Service Quality on Customer Saving Intention Mediated by Security Perception and Religiosity as Moderating Variables. Journal of Social Commerce, 6, 69-85. https://doi.org/56209/jommerce.v6i1.216.
21. Sawant, K. B. (2016). A comparative study of factors affecting service quality and level of customer satisfaction in Local and Foreign banks in Oman. Saudi Journal of Business and Management Studies, 1(3), 112-117. https://doi.org/10.21276/sjbms.2016.1.3.6.
22. Situmeang, S. & Sugiyanto, S. (2024). The Effect of Service Quality, Customer Orientation and Customer Satisfaction on Customer Loyalty. International Journal of Economics, 3, 1333-1344. https://doi.org/10.55299/ijec.v3i2.1134.
23. Suhendra, R., Harianto, & Taryana, A. (2025). The Influence of Service Quality and Price Factors on Business Process Satisfaction of PT S. International Journal of Research and Review, 12(2), 240-250. https://doi.org/10.52403/ijrr.20250228.
24. Supriyanto, A., Wiyono, B. B., & Burhanuddin, B. (2021). Effects of service quality and customer satisfaction on loyalty of bank customers. Cogent Business & Management, 8, https://doi.org/10.1080/23311975.2021.1937847.
25. Thanh, N. L. (2024). Factors Affecting Service Quality and Satisfaction Customers Use of Mobile Commerce in Ho Chi Minh. Retrieved from https://mpra.ub.uni-muenchen.de/119906/
26. Wang, Y., Jin, Z.-J., Jin, C.-H., & Kan, C. (2025). Building Customer Loyalty Through Emotional Connection: How Service Provider Rapport Drives Sustainable Business. Sustainability, 17(6), 2396. https://doi.org/10.3390/su17062396
27. Zhou, Q., Lim, F. J., Yu, H., Xu, G., Ren, X., Liu, D., Wang, X., Mai, X., & Xu, H. (2021). A study on factors affecting service quality and loyalty intention in mobile banking. Journal of Retailing and Consumer Services, 60, https://doi.org/10.1016/j.jretconser.2020.102424.