The Impact of Service Quality in Achieving Customer Loyalty in Oman Investment and Finance Company Ltd. Saog in Buraimi Governorate, Sultanate of Oman

Document Type : Original Article

Author

Customer Services Analysts Oman Water and Wastewater Services Company (Nama) , Sultanate of Oman

Abstract

This study aimed to identify the impact of Service Quality provided on customer loyalty in Oman Investment and Finance Company in Buraimi Governorate. To achieve this objective; the researcher used the dimensions of service quality represented in: (i.e. response, confirmation, reliability, tangibility, and sympathy), and the dimensions of customer loyalty represented in: (i.e. word of mouth, price, consumer attitude, and complaints). The study adopted the analytical descriptive approach, and the questionnaire as a study tool. The study sample consisted of (390) customers of Oman Investment and Finance Company (OIFC). The study concluded that the Service Quality provided by OIFC was high from the customers'’ perspectives. The study also showed that the level of loyalty to OIFC was moderate from the customers'’ perspectives. The study results also showed a strong positive correlation of high degree for the dimensions of service quality over the customers'’ loyalty at OIFC in Al-Buraimi Governorate. The study recommended that the company has to give the proper care and invest in developing its services to support the dimensions of (response, reliability, tangibility, Assurance, and sympathy), as they are the most important dimension for the customers' and remarkably affect their loyalty.

Keywords

Article History

Receive Date: 2023/6/24

Accept Date: 2023/8/29

Publish Date: 2023/11/20

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