The effect of service quality among customer satisfaction, brand loyalty and brand image

Abstract

The objective of this study was to assess the psychological and physiological dimensions of service quality, customer satisfaction, and brand loyalty of Taiwan's Superdry, and to find out whether brand image has a positive moderating effect between service quality and brand loyalty. The findings from the study confirmed that service quality has a positive direct effect on customer satisfaction, as well as customer satisfaction to brand loyalty and service quality to brand loyalty no matter in both psychological and physiological dimension. Moreover, brand image has a positively moderating effect between service quality and brand loyalty.