Abstract

The current study aimed at examining the influence of service quality (internet service quality) on customer loyalty through the mediating effect of customer satisfaction. Through employing the questionnaire on a convenient sample of (860) consumer from different malls and commercial complexes in Amman – Jordan; the results indicated that internet service quality has a positive influence on customer satisfaction which in its turn can influence the level of customer loyalty. The study also reached to the results that good and well-built service quality may lead to customer satisfaction which in its turn can lead to a better level of customer loyalty. Consumer loyalty includes highlights or attributes that can fulfill the desires or needs of a client, it is a post utilization encounter which contrasts apparent quality and expected quality, in this way a similar conduct between inputs previously and after utilization. The study recommended to enhance the level of service quality awareness is the best approach to customer satisfaction. Aware employees tend to pay more attention to the idea of service quality which can lead to a better customer loyalty.

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