Class Assignment 01

Marketing Research

Prepared by:
ALI RAZA (FA20-BBA-058)

Group 02

Prepared for:
Dr. Fawad khawaja

Submission Date:
April 1st, 2024

Department of Management Sciences

COMSATS Lahore Marketing Research Group 02

Research Framework

Title: The Impact of Service Quality on Customer Retention: The Moderating Role of
Perceived Value and the Mediating Role of Brand Perception and Customers Satisfaction.

Independent Variable (IV): Service Quality (SQ)

Dependent Variable (DV): Customer Retention (CR)

Mediators:

 Brand Perception (BP)

 Customers Satisfaction (CS)

Moderator: Perceived Value (PV)

BRAND
PERCEPTION

SERVICE CUSTOMER
QUALITY RETENTION

CUSTOMER
SATISFACTION

PERCIEVED
VALUE

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COMSATS Lahore Marketing Research Group 02

Hypothesis:

H1: There is a significant and positive impact of Service Quality on Customer Retention.

H2: There is a significant and positive impact of Service Quality on Brand Perception.

H3: There is a significant and positive impact of Service Quality on Customers Satisfaction.

H4: There is a significant and positive impact of Service Quality on Brand Perception and
Customer Retention.

H5: There is a significant and positive impact of Service Quality on Customers Satisfaction and
Customer Retention.

H6: Brand Perception Mediates the relationship between Service Quality and Customer
Retention.

H7: Customers Satisfaction Mediates the relationship between Service Quality and Customer
Retention.

H8: Perceived Value moderates the relationship between Service Quality and Customer
Retention, such that higher the Perceived Value strengthen the positive relationship between
Service Quality and Customer Retention.

Agenda:

The purpose of this study methodology is to investigate how Service Quality affect Customers
Retention while also looking at the underlying processes of Brand Perception and Customers
Satisfaction.

Furthermore, the study aims to investigate the ways in which Perceived Value influences these
associations, so advancing our comprehension of the interplay of Service Quality.

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COMSATS Lahore Marketing Research Group 02

References:

https://elibrary.tucl.edu.np/handle/123456789/15420

DAHAL, S. (2022). IMPACT OF SERVICE QUALITY ON CUSTOMER RETENTION: THE

MEDIATING EFFECT OF CUSTOMER SATISFACTION (Doctoral dissertation).

https://journals.ekb.eg/article_122370.html

)2019( .‫ & نجالء فري@د‬,.‫ ف‬.‫ ن‬,‫حج@ازي‬. The impact of Overall service quality on Perceived value,
Customer Satisfaction and Customer Retention: The case of Vodafone Egypt. ,‫مجلة البحوث التجارية‬
69-5 ,)1(41.