IMPACT OF LOGISTICS SERVICE QUALITY ON BRAND IMAGE, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY

Abstract

The increased use of logistics service has resulted in concerns over the factors which actually affect the customers loyalty towards a specific firm. This research aims to identify the impact of several contributing factors to customers loyalty. The data was gathered by using non probability convenience sampling technique from the users of different logistics service providers. On a useful sample of 106 responses, Partial Least Square-Structural equation modelling (PLS-SEM) was used to test the proposed hypothesis. It was revealed in the findings of the research that logistics service quality, brand image and customer satisfaction have a positive impact on customer loyalty regarding logistics service. Importantly it was found that logistics service quality has a positive impact on brand image and customer satisfaction while brand image also has a positive affect on customer satisfaction. Lastly, customer satisfaction has a direct positive impact on creating customer loyalty. This research was able to offer implications to the concerned personnel of logistics firms that how they can ensure that their customer remain satisfied and ultimately become loyal to the firm.