Impact of Service Quality on Brand Loyalty A Study of Online Garments Platforms in Islamabad

Abstract

The primary objective of this study was to evaluate the Impact of Service Quality on Brand Loyalty within Online Garments Platforms in Islamabad. It aimed to explore the influence of service quality dimensions on brand loyalty in Islamabad's online garments market. A conceptual model of service quality dimensions was formulated and proposed. Data was primarily collected through structured questionnaires distributed to customers of online garments brands in Islamabad and Rawalpindi. Hypotheses derived from the conceptual model were tested using inferential statistical analysis techniques. The study's findings indicate that the service quality offered by online garments brands in Islamabad surpasses average expectations, leading to current brand loyalty. Moreover, all service quality dimensions significantly impact brand loyalty. This research presents empirical insights into the service quality model, suggesting avenues for enhancing service quality within Islamabad's online garments market to bolster brand loyalty. Conclusively, the study determined that the overall service quality of online garments brands in Islamabad and Rawalpindi is moderately good, with customers expressing a high level of satisfaction. Consequently, the researcher recommends that these online garments brands focus on improving all service quality dimensions to enhance both service quality and brand loyalty among online garments users.