Service quality and customer loyalty among small and medium enterprise (SMEs) in Panabo City

Abstract

This study aims to determine the relationship between service quality and customer loyalty among small and medium-sized enterprises (SMES) in Panabo City. The respondents selected for this study were 219 customers of small and medium-sized enterprises in Panabo City. Hence, the researchers used a random sampling technique. A random sampling technique was utilized to select the target respondents of this study. The quantitative descriptive correlational research method was used in this study to determine the relationship between service quality and customer loyalty. The level of service quality of small and medium-sized enterprises has a gathered grand mean of 4.70 with the descriptive equivalent of "very high," while the level of customer loyalty of small and medium-sized enterprises has a gathered grand mean of 4.72 with an indicator of personal interaction, product quality, and physical aspect. Further, the study's result shows a significant relationship between service quality and customer loyalty among small and medium-sized enterprises (SMEs) in Panabo City. The results yielded an r-value of .6888 and P-value of 0.000, which is less than 0.05 level of significance. Therefore, the null hypothesis (Ho) was rejected.