Price satisfaction in car service centres / Nauk Ukang

Purpose - The purpose of the study is to investigate the relationship of price satisfaction on customer loyalty in the car service centre setting. In addition, the relationship of Customer Satisfaction and trust shall also be considered as an antecedent to customer loyalty. Design/methodology/ approach - Based on theoretical discussion regarding the relationship among price satisfaction, customer satisfaction, loyalty, and trust the study was conducted to test the proposed relationships. References from previous studies and primary data collected via questionnaires were employed to measure the constructs. Findings - The results from the study provide support, suggesting that Price Satisfaction together with Customer Satisfaction and Trust influence Customer Loyalty. The analysis also suggests that Customer Satisfaction and Trust are two important antecedents of Customer’s Loyalty. Research limitations / implications - The study only ponders the relationship between Price Satisfaction and Customer Satisfaction together with Trust as an important driver towards Customer Loyalty in the setting of the study. The study is limited to these factors while other factors were not considered. Practical implications - The research results suggest that price satisfaction in car service centres can be viewed as a threshold factor in order to maintain satisfied and loyal customers. Additionally, customers’ trust should also be considered as a driving factor in determining the level of loyalty.