The Effect of Perceived Service Quality on Customer Loyalty in Internet Service Providers in Jordan
This study sought to investigate the impact of perceived service quality on customer loyalty in the Internet Service Provider industry in Jordan. Regression analysis was applied in this study and a total of 420 valid returns were obtained through a questionnaire survey. The results showed that perceived service quality in terms of tangibles, reliability, responsiveness, assurance, and empathy significantly affects customer loyalty. This study implies that Internet Service Providers should try their best to offer better service quality to their customers to win back their loyalty.
Afsar, B., Rehman, Z.U., Qureshi, J.A., &Shahjehan, A. (2010), Determinants of customer
loyalty in the banking sector: The case of Pakistan. African Journal of Business Management, 4(6), 1040-1047.
Arab Advisors Group (2009), Jordan Telecommunications Market Indicators and
Projections. Amman, Jordan.
Bennett, R., & Rundle-Thiele, S. (2002), A comparison of attitudinal loyalty measurement
approaches. Brand Management, 9(3), 193-209.
Berne, C., Mugica, J.M., &Yague, M.J. (2001), The effect of variety-seeking on customer
retention in services. Journal of Retailing and Consumer Services, 8, 335–345.
Bloemer, J., Ruyter, K., &Wetzels, M. (1999), Linking perceived service quality and service
loyalty: A multi-dimensional perspective. European Journal of Marketing, 33(11/12), 1082-1106.
Bodet, G. (2008), Customer satisfaction and loyalty in service: Two concepts, four constructs,
several relationships. Journal of Retailing and Consumer Services, 15, 156–162.
Boulding, W., Kalra, A., Staelin, R., &Zeithaml, V.A. (1993), A dynamic process model of
service quality: From expectations to behavioral intentions. Journal of Marketing Research (JMR), 30(1), 7-27.
Chadha, S.K., &Kapoor, D. (2009), Effect of switching cost, service quality and customer
satisfaction on customer loyalty of cellular service providers in Indian market. The Icfai
University Journal of Marketing Management, 8(1), 23-37.
Chao, P. (2008), Exploring the nature of the relationships between service quality and customer
loyalty: an attribute-level analysis. The Service Industries Journal, 28(1), 95-116.
Chen, Y.C., Shen, Y.C., & Liao, S. (2009), An integrated model of customer loyalty: An
empirical examination in retailing practice. The Service Industries Journal, 29(3), 267-280.
Cheng, T.C.E, Lai, L.C.F., &Yeung, A.C.L. (2008), The driving forces of customer loyalty: A
study of Internet Service Providers in Hong Kong. International Journal of E-Business Research, 4(4), 26-42.
Chiou, J.S. (2004), The antecedents of consumers' loyalty toward internet service providers.
Information & Management, 41(6), 685-95.
Clinton, H.R. (2010), A new nervous system for our planet. Vital Speeches of the Day, 76(3),
Clottey,T.A., Collier, A.C, &Stodnick, M. (2008), Drivers of customer loyalty in a retail store
environment. Journal of Service Science, 1(1), 35-48.
Copeland, M.T. (1923), Relation of consumers’ buying habits to marketing methods. Harvard
Business Review, 1(3), 282-289.
Coyles, S. &Gokey, T.C. (2005), Customer retention is not enough. Journal of Consumer
Marketing, 22(2), 101-105.
Cronin jr., J.J., & Taylor, S.A. (1994), SERVPERF versus SERVQUAL: Reconciling
performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58, 125-131.
Dick, A.S., &Basu, K. (1994), Customer loyalty: Toward an integrated conceptual framework.
Journal of the Academy of Marketing Science, 22(2), 99-113.
Eze, U.C., Sin, T.K., Ismail, H., & Siang, P.Y. (2008, December), ISPs’ service quality and
customer satisfaction in the southern region of Malaysia.19th Australian Conference on Information Systems, Christchurch, New Zealand.
Finn, A., &Kayande, U. (2004), Scale modification: Alternative approaches and their
consequences. Journal of Retailing, 80(1), 37-52.
Fitzgibbon, C., &White, L. (2005), The role of attitudinal loyalty in the development of
customer relationship management strategy within service firms. Journal of Financial Services Marketing, 9(3), 214-230.
Fornell, C. (1992), A national customer satisfaction barometer: The Swedish experience.
Journal of Marketing, 56(1), 6–21.
Geer, S. (2003), Essential Internet: The Essential A-Z. London, UK: Economist Books.
González, M.E.A., Comesaña, L.R., & Brea, J.A.F. (2007), Assessing tourist behavioral
intentions through perceived service quality and customer satisfaction. Journal of Business Research, 60, 153–160.
Gremler, D., & Brown, S. (1996), Service loyalty: Its nature, importance and implications.
Advancing Service Quality: A Global Perspective, International Service Quality Association, 171-180, New York, NY.
Grewal, D., Levy, M., & Kumar, V. (2009), Customer experience management in retailing: An
organizing framework. Journal of Retailing, 85(1), 1-14.
Gronroos, C. (1984), A Service Quality Model and Its Marketing Implications.European
Journal of Marketing, 18(4), 36-44.
Harris, L.C., & Goode, M.M.H. (2004), The four levels of loyalty and the pivotal role of trust: A
study of online service dynamics. Journal of Retailing, 80, 139-158.
Hennig-Thurau, T., Gwinner, K.P., &Gremier, D.D. (2002), Understanding relationship
marketing outcomes: An integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230-47.
Heskett, J. L., Jones, T.O. et al. (1994), Putting the Service-Profit Chain to Work.Harvard
Business Review, 72(2), 164-170.
Holmund, M., &Kock, S. (1996), Relationship marketing: the importance of customer-
perceived service quality in retail banking. The Service Industry Journal, 16(3), 287-304.
Ibanez, V.A., Hartmann, P., &Calvo, P.Z. (2006), Antecedents of customer loyalty in residential
energy markets: Service quality, satisfaction, trust and switching costs. The Service Industries Journal, 26(6), 633–650.
Ibrahim, H., &Najjar, F. (2008), Relationship bonding tactics, personality traits, relationship
quality and customer loyalty: Behavioral sequence in retail environment. ICFAI Journal of Services Marketing, 6(4), 6-37.
Jacoby, J., &Kyner, D.B. (1973), Brand loyalty vs. repeat purchasing behavior. Journal of
Marketing Research (JMR), 10(1), 1-9.
Janda, S., Trocchia, P. J., &Gwinner, K. P. (2002), Consumer perceptions of internet retail
service quality. International Journal of Service Industry Management, 13(5), 412–431.
Kandampully, J. (1998), Service quality to service loyalty: A relationship which goes beyond
customer services. Total Quality Management, 9, 431–443.
Khan, B.M. (2009), Consumers and their brands: Deciphering dimensions of loyalty.
International Journal of Business Insights & Transformation, 2(1), 84-92.
Ko, Y.J., &Pastore, D. (2004), Current issues and conceptualizations of service quality in
the recreation sport industry. Sport Marketing Quarterly, 13, 159–167.
Koivisto, M., &Urbaczewski, A. (2004), The relationship between quality of service perceived
and delivered in mobile Internet communications.Information Systems & e-Business Management, 2(4), 309-323.
Kumar, S.A., Mani, B.T., Mahalingam, S., &Vanjikovan, M. (2010), Influence of service
quality on attitudinal loyalty in private retail banking: An empirical study. The IUP Journal of Management Research, 9(4), 21-38.
Laroche, M., Ueltschy, L. C., Shuzo, A., & Cleveland, Y., P. P. (2004), Service quality
perceptions and customer satisfaction: Evaluating the role of culture. Journal of InternationalMarketing, 12(3), 58–85.
Lehtinen, U. and Lehtner, J.R. (1982), Service Quality, a Study of Quality Dimensions,
Unpublished Working Paper, Service Management Institute, Helsinki.
Lei, M., & Mac, L. (2005), Service Quality and Customer Loyalty in a Chinese Context: Does
Frequency of Usage Matter?ANZMAC 2005 Conference: Service Marketing, Fremantle, Western Australia.
Lewis, R.C., & Booms, B.H. (1983), The Marketing Aspects of Service Quality. In: Berry, L.,
G. Shostack and G.D. Upah, (Eds.), Emerging Perspectives on Service Marketing. AMA, New York.
Lin, H.H., & Wang, Y.S. (2006), An examination of the determinants of customer loyalty in
mobile commerce contexts, Information & Management, 43, 271-282.
Liang, C.J., & Wang, W.H. (2004), Attribute, benefits, customer satisfaction and behavioral
loyalty: An integrative research of financial services industry in Taiwan. Journal of Services Research, 4(1), 57-91.
Lobo, A., Maritz, A., & Mehta, S. (2007), Enhancing Singapore travel agencies’ customer
loyalty: An empirical investigation of customers’ behavioral intentions and zones of tolerance. International Journal of Tourism Research, 9, 485-495.
Lorenzo, L., Foley, S., Dipp, J., Lane, S., & Minh, L. (2010), How service quality affects
customer loyalty. Allied Academies International Conference: Proceedings of Academy of Information & Management Sciences (AIMS), 14(1), 49-53.
Martin, W.C., Ponder, N., &Lueg, J.E. (2009), Price fairness perceptions and customer loyalty
In a retail context.Journal of Business Research, 62(6), 588-593.
Monroe, K. B., &Guiltinan, J.P. (1975), A Path Analytic Exploration of Retail Patronage
Influences.Journal of Consumer Research, 2 (2), 19-28.
Oliver, R.L. (1980), A cognitive model of the antecedents and consequences of satisfaction
decisions. Journal of Marketing Research (JMR), 17(4), 460-469.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York, NY:
Oliver, R.L. (1999), Whence consumer loyalty? Journal of Marketing, 63(4), 33-44.
Pan, Y., &Xie, F.T. (2008), Antecedents and consequences of customer loyalty: An empirical
synthesis and reexamination.Latin American Advances in Consumer Research, 2, 173-173.
Parasuraman, A., Zeithaml, V.A., & Berry, L. L. (1985), A conceptual model of service
quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
Parasuraman, A., Zeithaml, V.A., & Berry, L. L. (1988),SERVQUAL: A multiple-item scale for
measuring consumer perceptions of service quality. Journal of Retailing, 24(1), 12-40.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1990), Moving Forward in Service Quality Research: Measuring Different Customer Expectation Levels, Comparing Alternative
Scales, and Examining the Performance-Behavioral Intentions Link. MSI Report No. 94-
Parasuraman, A., Zeithaml, V.A., & Berry, L. L. (1991),Refinement and reassessment of the
SERVQUAL scale.Journal of Retailing, 67(1), 420-450.
Parasuraman, A., Zeithaml, V.A., & Berry, L. L. (1994), Alternative scales formeasuring service
quality: A comparative assessment based on psychometric and diagnostic criteria. Journal of Retailing, 70(1), 201-230.
Rahman, Z. (2006), Superior service quality in Indian Cellular Telecommunication Industry: A
source of sustainable competitive advantage in and emergin economy. Service Marketing Quarterly, 27(4) 115-139.
Ranaweera, C., &Neely, A. (2003), Some moderating effects on the service quality-customer
retention link. International Journal of Operations & Production Management, 23(2), 230-248.
Ravichandran, K., Bhargavi, K., & Kumar, S.A. (2010), Influence of service quality on banking
customers’ Behavioral intentions. International Journal of Economics and Finance, 2(4), 18-28.
Ribbink, D., Riel, A.C.R., Liljander, V., &Streukens, S.(2004), Comfort your online customer:
Quality, trust and loyalty on the internet.Managing Service Quality, 14(6), 446-456.
Rowley, J. (2004), Loyalty and rewards schemes: How much is your loyalty worth? The
Marketing Review, 4, 121-138.
Rundle-Thiele, S. (2005), Elaborating customer loyalty: Exploring loyalty to wine retailers.
Journal of Retailing and Consumer Services, 12, 333–344.
Sanchez-Franco, M.J., Ramos, A.F.V., &Velicia, F.A.M. (2009), The moderating effect of
gender on relationship quality and loyalty towards Internet service providers. Information & Management, 46(3), 196-202.
Santouridis, I. &Trivellas, P. (2010), Investigating the impact of service quality and customer
Satisfaction on customer loyalty in mobile telephony in Greece.The TQM Journal, 22(3), 330-343.
Saunders, M., Lewis, P., and Thornhill, A. (2007), Research Methods for Business Students
(4th ed.). Edinburgh Gate, Harlow: Financial Times Prentice Hall.
Seth, A., Momaya, K., & Gupta, H.M. (2008), Managing the Customer Perceived Service
Quality for Cellular Mobile Telephony: An Empirical Investigation. Vikalpa: The Journal for Decision Makers, 33(1), 19-34.
Sekaran, U. (2003), Research Methods for Business: A Skill Building Approach, 4th Edition,
John Willey & Sons, Ltd.
Shankar, V., Smith, A.K., &Rangaswamy, A. (2003), Customer satisfaction and loyalty in
Online and offline environments.International Journal of Research in Marketing, 20(2), 153-175.
Shonk, D.J., &Chelladurai, P. (2008), Service quality, satisfaction, and intent to return in event
sport tourism. Journal of Sport Management, 22, 587-602.
Vanniarajan, T., &Gurunathan, P. (2009), Service quality and customer loyalty in cellular
service market: An application of ‘Sem.’. Journal of marketing and Communication, 5(2), 45-54.
Webster, F.E. (1992), The changing role of marketing in the corporation. Journal of Marketing,
Wicks, A.M., &Roethlein, C.J. (2009), A satisfaction-Based definition of quality. Journal of
Business & Economic Studies, 15(1), 82-97.
White, C.J. (2006), Towards an understanding of the relationship between mood, emotions,
service quality and customer loyalty intentions. The Service Industries Journal, 26(8), 837-847.
Xu, Y., Goedegebuure, R., &Heijden, B. (2006), Customer perception, customer satisfaction,
and customer loyalty within Chinese securities business: Towards a mediation model for predicting customer behavior. Journal of Relationship Marketing, 5(4), 79-104.
Yieh, K., Chiao, Y.C., & Chiu, Y.K. (2007), Understanding the antecedents to customer loyalty
by applying structural equation modeling. Total Quality Management, 18(3), 267–284.
Yim, C.K., Tse, D.K., & Chan, K.W. (2008), Strengthening customer loyalty through intimacy
and passion: Roles of customer-firm affection and customer-staff relationships in services. Journal of Marketing Research (JMR), 45(6), 741-756.
Yu, C.M. J., Wu, L.Y., Chiao, Y.C., & Tai, H.S. (2005), Perceived quality, customer
satisfaction, and customer loyalty: The case of Lexus in Taiwan. Total Quality Management & Business Excellence, 16(6), 707-719.
Zeithaml, V. A. (1987), Defining and Relating Price, Perceived Quality, and Perceived Value,
Report No. 87-101, Cambridge, MA: Marketing Science Institute.
Zeithaml, V.A., Berry, L.L., &Parasuraman, A. (1996), The behavioral consequences of service
quality. Journal of Marketing, 60, 31-46.
This work is licensed under a Creative Commons Attribution 3.0 License.
To make sure that you can receive messages from us, please add the 'macrothink.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.
Copyright © Macrothink Institute ISSN 1941-899X
'Macrothink Institute' is a trademark of Macrothink Institute, Inc.