Examining the Influence of Service Quality and Pricing Reasonableness on Customer Loyalty: The Mediation Effect of Customer Satisfaction Among Rapido users in Berhampur City, Odisha
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Examining the Influence of Service Quality and Pricing Reasonableness on Customer Loyalty: The Mediation Effect of Customer Satisfaction Among Rapido users in Berhampur City, Odisha
Dr. Saroj Kumar Dash1
Mr. Nitin Tripathi2
Dr. Hrudananda Pradhan3
ABSTRACT:This study examines the impact of service quality and price reasonableness on customer loyalty, with customer satisfaction as an intervening mechanism among Rapido users in Berhampur City, Odisha, India. A quantitative research approach with a causal design was adopted, and data were collected from 150 respondents selected through purposive sampling.Primary data were gathered using a structured Likert-scale questionnaire and analysed using SmartPLS (version 4.1.1.4).The findings indicate that both service quality and price reasonableness significantly influence customer satisfaction and loyalty. Furthermore, customer satisfaction serves as a mediating factor in the relationship between service quality, price reasonableness, and customer loyalty. However, the study does not capture all possible determinants of customer satisfaction, suggesting the need for future research to incorporate additional variables and more comprehensive modelsto better explain variations in satisfaction levels.
Keywords: Customer Loyalty, Service Quality, Price Reasonableness, Customer Satisfaction, Rapido
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