ISSN 28111915 AJORMS; Url: https://ajoormsplasu.ng; E-mail: info@ajormsplasu.ng Vol. 3 [1] June, 2023
https://doi.org/10.62244/ajorms,v3i1EFFECT OF SERVICE QUALITY DELIVERY AND CUSTOMER SATISFACTON ON
CUSTOMER LOYALTY IN SOME SELECTED HOSPITALS IN JOS METROPOLISOladele Ademola Akinnawonu1, Ayiki John Sati2 Yakubu Ibrahim Itse3 and Ochala Sunshine Ogwu4
1Department of Business Administration, University of Jos
2Department of Management Studies, Plateau State University Bokkos
3Department of Psychology, Plateau State University Bokkos
4Department of Business Administration, University of Jos
ABSTRACT
The study evaluated the effect of service quality delivery and customer satisfaction on customer loyalty
in selected hospitals in Jos North Metropolis. The main objective of the study was to ascertain the extent
to which customer satisfaction mediates the relationship between service quality and customer loyalty in
selected hospitals in Jos North Metropolis. The total populations of 456,568 customers of the selected
hospitals were used for the study. The study adopted survey method of research with the use of
questionnaire to collect data from 400 sampled customers, out of which 360 were duly completed and
retrieved. Simple random sampling technique was adopted for the study while Co-variance Structural
Equation Modeling (CB-SEM) was used in analyzing the data. From the results, hypothesis one, two and
three were tested and it was found that there are significant relationship between service quality delivery
and customer loyalty, there is a significant relationship between service quality delivery and customer
satisfaction, there is a significant relationship between customer satisfaction and customer loyalty
respectively. It was confirmed that customer satisfaction mediates the relationship between service quality
delivery and customer loyalty. The study concluded that service quality delivery alone does not ensure
long term loyalty of customers but paying attention to customer satisfaction in any organization will
further ensure effective customer loyalty. The study recommended that health service organizations should
recognized that in the midst of competition, service quality delivery is necessary to sustain loyalty, but
where quality is given and satisfaction is not sustained, the tendency of loyalty of such customer will be
very low since customers are rational beings; therefore, the study further recommends that health
organizations should build up the satisfaction level of their customers by improving on their services, this
will go a long way in strengthening the relationship between service quality delivery and customer loyalty.
Key words: Service Quality Delivery, Customer Satisfaction and Customer Loyalty