Abstract:
Lack of academic and theoretical knowledge about perceived service customization
among front line employees of small size automobile repair centers is one of the main
problems of the automobile maintenance service sector in Sri Lanka. The underpinning
theory reveals how and why customer relationship marketing connects with customer
loyalty. To bridge the knowledge and empirical gaps in existing literature, this study was
carried out to investigate how the impact of perceived service customization on building
customer loyalty with the mediating effect of trust and perceived effective communication
in automobile maintenance. The study was based on a quantitative research approach that
was carried out with 312 customers selected using stratified and convenience sampling
methods from the western province. Data were collected through a structured
questionnaire and analyzed by using Partial Least Square-Structured Equation Modeling
and Statistical Package for the Social Sciences. Descriptive statistics, coefficient of
determination, specific indirect effect, average variance extracted, and bootstrapping were
used to analyze the data. The findings manifested that perceived service customization
significantly impacted on customer loyalty with a positive partial mediation between the
relationship with trust and perceived effective communication. The study provided
perceived service customization with precious implications to enhance the relationship
with customers. This study suggests future research based on other underpinning virtues
with perceived service customization and customer loyalty in different service sectors.
Also, it will help to gain loyal customers in the long run.
Keywords: Perceived service customization, Customer loyalty, Customer trust, Perceived
effective communication
