The Role of Customer Satisfaction as a Mediator Between Product Quality and Customer Loyalty

Abstract

In today's market-oriented business environment, companies prioritize high quality products as a crucial aspect. Offering high-quality products or services leads to increased satisfaction, loyalty, and a competitive advantage. This study explores product quality and its eight dimensions to analyze its impact on customer loyalty through customer satisfaction in the consumer durable sector. With data obtained from 560 respondents, the study confirms the significant influence of product quality on customer satisfaction, leading to heightened consumer contentment. The results further support a positive and significant relationship between product quality and customer loyalty, with customer satisfaction acting as a partial mediator. The study's suggestions provide valuable insights and recommendations and contributes to a more in-depth analysis of customer behavior and offer guidance for businesses seeking to enhance customer satisfaction and loyalty for long-term success.