Impact of Franchise Service Quality on Customer Loyalty
This research proposed a conceptual framework to investigate the impact of franchise service quality on customer loyalty. To test the conceptual framework, structural equation modeling (SEM) has been used to analyze the data collected from customers of a major cellular franchises. The results of the study indicate that service quality dimensions such as tangibles, reliability, responsiveness and assurance are positively and significantly related to customer loyalty. Regression findings indicate that service quality variables such as tangibility, reliability, responsiveness, assurance and empathy showed 48% variance in customer loyalty. Furthermore, dimension of service quality that is reliability showed maximum contribution in customer loyalty. The study is limited to specific market where only male respondents can be included due to accessibility. This study will help franchise owners to find out the factors which are essential to develop customer loyalty with respect to specific culture.