Strategies to enhance service quality and customer loyalty in emerging market supply chains: evidence from Sri Lanka

Purpose This study explores how import service providers (ISPs) in Sri Lanka leverage service quality as a strategic capability to expand their customer base, enhance customer satisfaction and strengthen long-term loyalty. It examines how operational, technological and relational service practices influence customer perceptions and business growth in the import services sector. Design/methodology/approach An interpretive qualitative research design was adopted. Data were generated through 10 semi-structured interviews involving seven customers from import-dependent industries and three ISPs in Sri Lanka. Participants were selected through purposive sampling based on direct experience with import logistics services. Data were analysed using reflexive thematic analysis to identify patterns relating to service quality and customer relationships. Findings The analysis generated four themes: shipping rates and process transparency, logistics and operations, technology and accessibility, and customer service and after-sales support. Findings indicate that transparent pricing, reliable logistics performance, technology-enabled visibility, responsive communication and proactive post-service engagement are critical drivers of customer satisfaction and trust. These practices enhance customer loyalty and support customer base expansion by reducing uncertainty and strengthening relationships. The study further demonstrates that service quality functions as a strategic capability combining operational excellence and relational value creation. Originality/value The study contributes to supply chain and service management literature by integrating SERVQUAL, Expectation–Confirmation Theory and Commitment–Trust Theory to explain how service quality influences customer acquisition, satisfaction, loyalty and business growth. It extends understanding of service quality as a strategic capability in Global South supply chains and provides practical insights for ISPs seeking sustainable competitive advantage.