From Service Quality to Customer Experience: Examining the Role of Service Innovation in Building Customer Loyalty

Purpose – This study examines the effects of service quality, service innovation and customer experience on customer loyalty among retail customers in shopping malls in Klang Valley, Malaysia.
Design/methodology/approach – A quantitative cross-sectional survey was conducted among 250 shopping mall customers in Klang Valley, Malaysia. Data were analysed using SPSS through reliability analysis, Pearson correlation and multiple regression analysis.
Findings – Service quality and customer experience had significant positive effects on customer loyalty, with customer experience showing the strongest association(β = 0.550, p < 0.001), followed by service quality (β = 0.332, p < 0.001). Service innovation had a positive but insignificant association(β = 0.043, p = 0.448). The three variables collectively explained 77.2% of the variance in customer loyalty.

Service quality; Service innovation; Customer experience; Customer loyalty

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