Abstract : For businesses to succeed, organizations need to focus on meeting the needs and expectations of their customers, leading to the purchase of their products or services. A key consideration for businesses, especially in service industries, is service quality. This is a crucial factor that significantly influences consumer behavior. Such an approach appears to be becoming increasingly necessary now and, in the future, driven by modern technologies and artificial intelligence that consumers use daily. Such technology increases the distance between producers and consumers in their interactions. Therefore, focusing marketing efforts to create consumer awareness or touchpoints for services becomes more crucial, as it helps bridge the growing gap in interactions caused by modern technologies and artificial intelligence. This study, based on relevant literature and research on service quality, found that it directly impacts customer satisfaction and loyalty. Furthermore, customer satisfaction directly affects customer loyalty. This study provides a conceptual framework linking three key factors: service quality, customer satisfaction, and customer loyalty. Management and marketing professionals can utilize this framework to plan strategies and activities that foster customer loyalty through high-quality service that leads to customer satisfaction. Other academics can also build upon this framework in future research.
Piyawan et al. (Tue,) studied this question.