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Service quality indicator on customer loyalty in the shoe shine enterprises in eldoret Town, Kenya

Author: 
Matelong K. Nebert, Nassiuma K. Bernard, Omboto I. Peter, Tuwei J. Gloria, and Tallam K. Zakayo
Subject Area: 
Social Sciences and Humanities
Abstract: 

In the present shoe shine enterprises scenario, service quality is a vital competitive advantage to maintain customer support and build great base for the enterprise. However, customer loyalty is little known and these categories of enterprise continue to be marginalized. This study examined the influence of service quality on customer loyalty in the shoe shine enterprises in Eldoret town Kenya. The specific objective of this study was to assess the effect of tangible of a service on customer loyalty. The study was based on the SERVQUAL model. The research design was a survey. A selection of 23 shoe shine enterprises guided the study to arrive at a sample size of 230 respondents selected randomly. Questionnaires were used to collect primary data. The main findings of this study indicated that, tangible of a service had a significant relationship with customer loyalty. Equally, customers considered tangible of a service as a critical indicator of their perception of service quality. This study concludes that service quality had a higher impact on loyalty in the shoe shine enterprises in Eldoret town Kenya. Arising from the conclusion of this study, it is recommended that county governments provide infrastructure for shoe shine enterprises to design modern shoe shine enterprises resulting to increased profitability in the long run as a result of repeat purchase.

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