Creating and improving customers’ loyalty through customers’ satisfaction on services performance

The purpose of this study was to determine of customer loyalty and satisfaction toward the quality of services provided by J.Y.Zulkefly and Association (JYZ). Data was collected through a set of questionnaires on 41 customers who patronized JYZ. The questionnaire consists of six sections to determine customer’s satisfaction on every aspect such as services quality, staff performance, factor contribute to customer loyalty/retention and performance of JYZ. The objective of the study are to determine the staff performance of the company to retain the present customer, to determine the services quality of JYZ and to identify the factor that contribute to customer loyal in JYZ. Based on the finding, staff performances have relationship with service quality provided, they also contribute to customer retention in JYZ and the performance of JYZ to satisfy present customer. Based on the finding, staff performance is important for JYZ to increase customer loyalty. From the study, a few recommendations were made. These recommendations may assist JYZ in increasing its customer loyalty as well as maintain a good relationship with the customer and take care of the staff.