Service Quality, Relational Benefits, And Customer Loyalty in a Non-Western Context (Report‪)‬

Although practitioners and the academic community appreciate the importance of effective marketing in our highly competitive world, customer loyalty has received somewhat less rigorous attention than other marketing subjects. To help fill this gap by examining the relative importance of service quality, relational benefits, and customer perceived value to loyalty, a study was conducted of a family-doctor practice in Alexandria, Egypt. Resulting research variables (based on interviews with customers) were measured using the five-point Likert scale to examine four hypotheses. Perceived service quality and perceived vaTue were major predictors of loyalty ; relational benefits less so, except for trust. Introduction