Tjänstekvalitetens inverkan på kundlojalitet : när en tjänst går från att vara avgiftsfri till att bli avgiftsbelagd

Sammanfattning: Title: The impact of service quality on customer loyalty - when a service changes from being free to become surcharged Authors: Carl Johan Olsson, Marcus Johansson and Victor Carlsson Supervisor: Hans Lundberg Course: Bachelor thesis in business administration, 15 Credits (15 ECTS) Keywords: Service quality, customer loyalty, price movement Purpose The purpose of this essay is to increase the understanding if the perceived quality by the service users correlates with a future loyalty to a service when it cease from being free, to become charged. • Does the perceived quality of a service by the service users affect a future loyalty to a service, when it cease from being free, to become charged? Method In this essay we have chosen to implement a quantitative research method based on a survey. This choice was made in order to reach a sufficient large amount of service users and empirical data to answer our problem. Conclusions According to the theory, customer satisfaction can be expressed through a comparison between customer’s expectations and the experience of using a service, and there are also positive correlations between service quality and customer satisfaction. Additionally, loyalty is based on service quality and customer satisfaction. The result of our survey indicates that the service has good service quality as the users have shown great satisfaction and reliability to it. They have also indicated to be loyal hence a majority will continue to use the service even after the introduction of the fee, since a continued usage is a clear indication of loyalty. Furthermore, we conclude that a high perceived service quality leads to a continued loyalty to a service, even after a transition from free to fee.