SERVICE QUALITY AND ITS IMPACT ON CUSTOMER SATISFACTION AND RETENTION IN IT PROJECTS: A COMPREHENSIVE ANALYSIS USING SERVQUAL
DOI:
https://doi.org/10.29121/shodhkosh.v5.i7.2024.5362Keywords:
Customer Retention, Customer Satisfaction Situational Triggers Relational Triggers, Fuzzy Mathematical Model, It IndustryAbstract [English]
This study investigates the influence of service quality on customer satisfaction and retention in IT projects, utilizing the SERVQUAL model as an analytical framework. The research highlights the critical importance of key SERVQUAL dimensions reliability, responsiveness, assurance, empathy, and tangibles in shaping client satisfaction and fostering long-term loyalty. The findings reveal that reliability and responsiveness significantly impact customer satisfaction, particularly in IT, where timely and accurate service delivery is crucial. Assurance, rooted in service personnel competence, builds client trust, while empathy enhances customer retention by addressing individualized needs. Additionally, the study shows that high service quality directly correlates with improved customer retention and loyalty, driving repeat business and referrals. Challenges related to the tangibles dimension, such as technological infrastructure, are also addressed, with recommendations for IT companies to continuously upgrade tools and systems. Overall, this research provides actionable insights for IT firms to improve service quality, leading to higher customer satisfaction, enhanced retention, and sustainable competitive advantage in a rapidly evolving market.
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