| Abstract [eng] |
87 pages, 35 charts, 4 pictures, 101 references. The aim of the master thesis: to evaluate how service quality affects consumer loyalty by mediating consumer satisfaction. And how these relationships are affected by values and age as moderators. To achieve the aim of the thesis the following methods were applied: literature analysis was performed, authors were systematically analyzed, with the help of which a research methodology questionnaire was created, with the help of which the studied effect between the studied elements would be determined. With the help of empirical research, data analysis was carried out to find out the relationship between service quality, customer satisfaction and how it affects customer loyalty, in the presence of moderating effects: age and values. After the research, final analyzes of research results were made, hypotheses were verified, conclusions were presented based on research results and literature analysis. The results of the thesis: relationships were found and how each of them affects each other and it was found that service quality has a direct relationship with customer loyalty, and this explains 22.9%. The quality of services affects consumer loyalty, the higher the quality of the services, the higher the consumer loyalty. The quality of the services also explains the satisfaction of the users, the higher the quality of the services, the higher the satisfaction of the users. With better service quality, satisfaction can also increase along with it. Also, the relationship between the three variables showed that when service quality increases by 100%, loyalty increases by 69.1%, and when satisfaction increases by 100%, loyalty increases by 52%. Both variables have a huge impact. The conducted mediation analysis showed that user satisfaction affects the influence of service quality on user loyalty, but it was analyzed that the indirect relationship is weaker than the direct one. Therefore, it was established that consumer loyalty is determined more by service quality than by acting together with an intermediary - consumer satisfaction. Also, an exception was found that when a person belongs to the older age category, then satisfaction has no effect at all and the effect on loyalty is determined only by the quality of services. Was found that age does not have a moderating effect in any case: neither moderating the relationship between quality and loyalty, nor moderating the relationship between quality and satisfaction, nor moderating the relationship between satisfaction and loyalty. Therefore, no matter what age a person is, he still evaluates the quality of services in the same way and depending on the estimate, his loyalty changes. It doesn't matter what age a person is, he still evaluates the quality of services in the same way and depending on the estimate, his satisfaction changes. Also, no matter what age a person is, if he is satisfied, then his loyalty to the organization, brand or other will increase. Although age moderation was not confirmed, another moderator, values, has an effect both between quality and satisfaction and between quality and loyalty: 1) the higher the level of a person's value system, the more he appreciates the service provided and, as a result, becomes much more loyal (almost 2%). However, it is important to emphasize that the study showed that the value of values is enormous, having a strong effect across all age groups, with some exceptions. 2) values adjust, moderate, the relationship between service quality and user satisfaction. Which means that if the quality of the organization's services corresponds to the customer's value system, his satisfaction will increase even more (almost 2%). The higher the level of a person's value system, the smaller the effect, but it is also very positive. Values are important in all age groups, determining the effect of quality on the mediator - satisfaction. |
