THE IMPACT OF THE SERVICE QUALITY ON CUSTOMER SATISFACTION, CUSTOMER TRUST AND CUSTOMER LOYALTY FOR CAR CARE BUSINESS IN BANGKOK
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Abstract
Service quality is the heart of doing business in an era where customers have many choices. The quality of service not only helps to create short-term satisfaction but also helps to build long-term relationships with customers, increase loyalty, and help the organization grow sustainably. For this reason, successful organizations often do not neglect to develop the quality of service in all dimensions. Overall, the car care or car wash business in Bangkok is growing continuously and will continue to be popular among Bangkokians who want to keep their cars clean and in good condition at all times.
This research aims to 1) analyze the influence of service quality for the car care business in Bangkok, the influence of customer satisfaction for the car care business in Bangkok, and the influence of customer trust for the car care business in Bangkok, by using structural equation modeling (SEM); 2) to find the relationship between each variable and 3) to present the conceptual framework according to the topic. The population in the total of 488 people who responded and participated in this survey research is
the car care customers in Bangkok by using a convenience sampling method and answered their opinions in the questionnaire. Results of all factors are theoretically supported, which could emphasize that service quality is a very considerable variable to increase the level of customer trust and customer satisfaction, which later on if both factors are successful, it will have a positive impact on building customer loyalty for the organization, and these loyal customers are the key to the success of the organization in the future.
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