Linda Zāga-Bremmere, Gundars Kokins, Modris Ozoliņš

Proceedings of the 26th World Multi-Conference on Systemics, Cybernetics and Informatics: WMSCI 2022, Vol. II, pp. 154-159 (2022); https://doi.org/10.54808/WMSCI2022.02.154

Linda Zāga-Bremmere
Faculty of Engineering Economics and Management of Riga Technical University, Riga, Latvia

Gundars Kokins
Faculty of Engineering Economics and Management of Riga Technical University, Riga, Latvia

Modris Ozoliņš
Faculty of Engineering Economics and Management of Riga Technical University, Riga, Latvia

Cite this paper as:
Zāga-Bremmere, L., Kokins, G., Ozoliņš, M. (2022). Increasing Performance Through Loyalty by Improving Customer Service Quality: Case Study of a Fuel Retailer. In N. Callaos, E. Gaile-Sarkane, S. Hashimoto, B. Sánchez (Eds.), Proceedings of the 26th World Multi-Conference on Systemics, Cybernetics and Informatics: WMSCI 2022, Vol. II, pp. 154-159. International Institute of Informatics and Cybernetics. https://doi.org/10.54808/WMSCI2022.02.154

This research article examines the connection between the perceived quality of a customer-company service interaction in a retail environment by analyzing the concepts of service quality and its impact on customer satisfaction. To evaluate how service quality impacts a company’s performance and which dimensions of service quality should be emphasized, the concept of customer loyalty is cross-examined in the article to identify the various performance-related outcomes. Measurement methods are evaluated and applied in a case study involving a large fuel retailer in Latvia. As a result of the empirical research involving SERVQUAL, CSAT, NPS surveys, semi-structured interviews & qualitative content analysis, practical improvement and focus areas for fuel retailers are suggested, theoretical implications are discussed, and future research directions are proposed.