A Study of Service Enceunter Qualty and Customer Loyalty in Business Service Organizations

One of the fundamental approaches which can help an organization differentiate from other competitors is constant appraising of personal interaction between customers and employees. This concept is more important in business service organization because of encountering more empowered-professional customers and more conscious competitors.In this research, six hypotheses are introduced based on conceptual model of the research. Results show that customers perceptions of Service Encounter Quality has a positive relationshio with the Service Quality and customer satisfaction. Moreover, results show a direct relationship between customer satisfaction and customer perceptions of service quality. Also, results show a positive relationship between service quality and customers loyalty, and a direct relationship between customers satisfaction and their loyalty. Finally, results show customers loyalty to employees lead to their loyalty to the organization.