Abstract:
Satisfying a customer is the ultimate goal of any B2C organization. An attempt has been made to study the relationship between service quality and customer satisfaction and also to find out whether customers are loyal to firms in the personal grooming sector. A high degree of correlation was seen between customer satisfaction and customer loyalty which indicates that customer satisfaction was the key for repurchase of services. It was also found that responsiveness from the employees was the main attribute of service quality. Further, the approach by Baron and Kenny (1986) was used to find the extent of mediation of customer satisfaction between service quality and customer loyalty in this industry.
