An examination of the relationship between service quality, customer satisfaction, and store loyalty

Using a national random telephone survey of 542 shoppers, examines the relationship between service quality, customer satisfaction, and store loyalty within the retail department store context. Tests two complementary models that examine this interrelationship. Empirically examines the relative attitude construct put forth by Dick and Basu. The results indicate that service quality influences relative attitude and satisfaction with department stores. Satisfaction influences relative attitude, repurchase, and recommendation but has no direct effect on store loyalty. Fostering favorable relative attitude and getting customers to recommend the product or service holds key to fostering store loyalty. Results also indicate support for Oliver’s four‐stage cognitive‐affective‐conative‐action model of loyalty.