• citations in SCIndeks: [2]
  • citations in CrossRef:[3]
  • citations in Google Scholar:[]
  • visits in previous 30 days:14
  • full-text downloads in 30 days:9


article: 2 from 5  
Back back to result list
2016, vol. 44, iss. 3, pp. 97-116
The antecedents of SMEs' customer loyalty: Examining the role of service quality, satisfaction and trust
aEconomics Institute, Belgrade
bUniversity of Belgrade, Technical Faculty, Bor
This study aims to propose and empirically examine a model of SMEs' customer loyalty. The study builds upon previously established relationships among service quality, customer satisfaction and loyalty and enhances previous conceptualizations by incorporating the construct of trust. Hypothesized relationships have been simultaneously examined on a sample of SMEs' customers, by means of structural equation modelling (SEM) using maximum likelihood as the method of parameter estimation. Results of the study indicate customer satisfaction as the main direct determinant of customer loyalty, followed by trust, whereas the impact of service quality is mediated via satisfaction and trust. Implications of the study have been discussed and directions for future research are highlighted.
Anderson, E.W., Fornell, C., Lehmann, D.R. (1994) Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, vol. 58, jul, str. 53-66
Bagozzi, R.P., Yi, Y. (1991) Multitrait-Multimethod Matrices in Consumer Research. Journal of Consumer Research, 17(4): 426
Berry, L.L. (1995) Relationship marketing services. Journal of the Academy of marketing science, 23(4), 236-245
Brady, M.K., Cronin, J.J., Brand, R.R. (2002) Performance-only measurement of service quality: A replication and extension. Journal of Business Research, 55(1): 17-31
Chiou, J.-S. (2006) Service Quality, Trust, Specific Asset Investment, and Expertise: Direct and Indirect Effects in a Satisfaction-Loyalty Framework. Journal of the Academy of Marketing Science, 34(4): 613-627
Choi, K., Cho, W., Lee, S., Lee, H., Kim, C. (2004) The relationships among quality, value, satisfaction and behavioral intention in health care provider choice. Journal of Business Research, 57(8): 913-921
Cudeck, R., Henly, S.J. (1991) Model selection in covariance structures analysis and the. Psychological Bulletin, 109(3): 512-519
Dabholkar, P.A., Thorpe, D.I., Rentz, J.O. (1996) A measure of service quality for retail stores: Scale development and validation. Journal of the Academy of Marketing Science, Volume 24, Winter, str. 3-16
Dick, A.S., Basu, K. (1994) Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2): 99-113
Durvasula, S., Lysonski, S., Mehta, S.C. (2011) Service Encounters: The Missing Link Between Service Quality Perceptions And Satisfaction. Journal of Applied Business Research (JABR), 21(3), 15-26
Eurostat (2011) Key figures on European business, with a special feature on SMEs. Luxembourg-Belgium: Aleksandra Stawińska
Evanschitzky, H., Ramaseshan, B., Woisetschläger, D.M., Richelsen, V., Blut, M., Backhaus, C. (2011) Consequences of customer loyalty to the loyalty program and to the company. Journal of the Academy of Marketing Science, 40(5): 625-638
Gounaris, S., Dimitriadis, S., Stathakopoulos, V. (2010) An examination of the effects of service quality and satisfaction on customers' behavioral intentions in e-shopping. Journal of Services Marketing, 24(2): 142-156
Greenland, S., Coshall, J., Combe, I. (2006) Evaluating service quality and consumer satisfaction in emerging markets. International Journal of Consumer Studies, 30(6): 582-590
Grönroos, C. (2004) Service management and marketing a customer relationship management approach. Chichester: John Wiley & Sons
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. (2010) Multivariate data analysis-a global perspective. Upper Saddle River: Pearson Education
Harris, L.C., Goode, M.M. (2004) The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of Retailing, 80(2): 139-158
Hussain, R., Nasser, A.A., Hussain, Y.K. (2015) Service quality and customer satisfaction of a UAE-based airline: An empirical investigation. Journal of Air Transport Management, 42: 167-175
Lewis, B.R., Soureli, M. (2006) The antecedents of consumer loyalty in retail banking. Journal of Consumer Behaviour, 5(1): 15-31
Lovreta, S. (2008) Strategija i politika razvoja trgovine Republike Srbije. Beograd: Ekonomski fakultet
Mamula, T., Popović-Pantić, S. (2015) Relationship between innovativeness and strategic planning: Empirical research. Industrija, vol. 43, br. 4, str. 47-65
Mandhachitara, R., Poolthong, Y. (2011) A model of customer loyalty and corporate social responsibility. Journal of Services Marketing, 25(2): 122-133
Marić, T., Nikolić, I., Marić, R., Dželetović, M. (2015) Social responsibility in e-commerce: Reflection on customer's satisfaction and loyalty in internet promotion of tourist services. Industrija, vol. 43, br. 2, str. 73-88
Mcdougall, G.H.G., Levesque, T. (2000) Customer satisfaction with services: Putting perceived value into the equation. Journal of Services Marketing, 14(5): 392-410
Moliner, M.A. (2009) Loyalty, perceived value and relationship quality in healthcare services. Journal of Service Management, 20(1): 76-97
Moorman, C., Deshpande, R., Zaltman, G. (1993) Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57(1): 81
Morgan, R.M., Hunt, S.D. (1994) The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3): 20
Nusair, K.“Khal”, Bilgihan, A., Okumus, F., Cobanoglu, C. (2013) Generation Y travelers’ commitment to online social network websites. Tourism Management, 35: 13-22
Parasuraman, A., Zeithaml, V.A., Berry, L.L. (1985) A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4): 41
Parasuraman, A., Zeithaml, V.A., Berry, L.L. (1988) SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality. Journal of Retailing, vol. 64(1), str. 12-40
Quach, T.N., Thaichon, P., Jebarajakirthy, C. (2016) Internet service providers' service quality and its effect on customer loyalty of different usage patterns. Journal of Retailing and Consumer Services, 29: 104-113
Reichheld, F.F., Sasser, W.E. (1990) Zero defections: Quality comes to services. Harv Bus Rev, 68(5): 105-11
Reichheld, F.F. (1993) Loyalty-based management. Harv Bus Rev, 71(2): 64-73
Reichheld, F.F. (2003) The one number you'll need to grow. Harvard Business Review, vol. 81, No 12, str. 46-54
Republički zavod za statistiku (2014) Strukturne poslovne statistike - Godišnji pokazatelji poslovanja preduzeća, po klasama zaposlenih lica. Retrieved from
Tse, D., Wilton, P. (1988) Models of consumer satisfaction formation: An extension. Journal of Marketing Research, vol. 15, str. 204-212
Vlada Republike Srbije (2014) Strategija za podršku razvoju malih i srednjih preduzeća, preduzetništva i konkurentnosti za period od 2015. do 2020. godine. Retrieved from
Yieh, K., Chiao, Y., Chiu, Y. (2007) Understanding the Antecedents to Customer Loyalty by Applying Structural Equation Modeling. Total Quality Management & Business Excellence, 18(3): 267-284


article language: English
document type: Original Scientific Paper
DOI: 10.5937/industrija44-10741
published in SCIndeks: 02/02/2017
peer review method: double-blind
Creative Commons License 4.0