Open research questions in Customer Service Quality and Loyalty

What the literature leaves open

• The future research might be able to increase its sample base, extend it over an extended time frame for better coverage of seasonality effects on customers' experience while travelling. A comparative study among some of these companies like vrl Travels & srs travel is needed to see if this pattern applies specifically for Kusuma travels business practices within kalyanakarnataka state (India). Also future research might include probabilistic samples for better extrapolation results; they may consider factors like wealth status & literacy rate along with choice between bookings channels (online vs. offline). A longitudinal study of loyal customers on various journeys may be able to determine if this relationship is due more so than being an indication that people are IRE 1720267 ICONIC RESEARCH AND ENGINEERING JOURNALS 51 © AUG 2026 | IRE Journals | Volume 10 Issue 2 | ISSN: 2456-8880 DOI: https://doi.org/10.64388/IREV10I2-1720267 trustworthy enough for them while they visit again and again without much effort from either side.

  A Study on Customer Satisfaction Towards Service Quality and Transportation Logistics of Kusuma Travels in Ballari City · 2026 · DOI

• The enhancement in the speed of delivery and on-time performance should be considered one of the priorities of the e-commerce and logistics companies since this is the most powerful predictor of satisfaction and the least-rated dimension in the study. It is advisable to invest in the technology of route optimisation, regional microfulfilment centres, and personnel during the peak demand periods. 2. The real-time tracking feature and proactive notifications on the status of delivery should be improved. Considering that the second and third most common issues reported are difficulty in tracking and poor communication, the improvement through enhanced communication interface (push notifications, SMS alerts, live tracking maps) can be achieved at a comparably low cost. level of satisfaction the in 3. Flexibility of deliveries such as time-window choice and rescheduling must be increased. As the lifestyles of consumers grow more diverse, the capacity to match the delivery with personal availability is an increasing factor of satisfaction. 4. The high standards of accuracy in the data concerning order accuracy (M = 3.938) should be upheld and strengthened by firms. The quality control measures in the warehouse level such as automated scanning, multipoint verification and simplification of returns must be maintained and enhanced constantly. 5. Since customer satisfaction and behavioural intention demonstrate a significant relationship (r = 0.669), customer satisfaction score can be used as a leading indicator to determine retention and lifetime value estimates by incorporating terms of delivery score into their CRM and loyalty programme strategies. 12.LIMITATIONS OF THE STUDY questionnaire 1. The research was solely based on self-reported survey data, which are prone to response bias, social desirability items. of and misinterpretation Triangulation was not possible with objective data on delivery performance (e.g., actual on-time delivery rates, tracking log data). It utilized convenience sampling, which reduces the representativeness of the extrapolation of the results to the larger group of online Indian shoppers. the sample and curtails 2. 3. The cross-sectional research design will capture the perceptions of the respondents at one point in time. Longitudinal studies would give more information on the change in satisfaction with delivery over time and in different experiences of delivery. 4. The researchers failed to distinguish between delivery service providers (courier companies), as well as to consider platform specific variables (marketplace vs. direct-to-consumer models), which could mediate the correlation between delivery efficiency and satisfaction. 5.

  IMPACT OF LAST-MILE DELIVERY EFFICIENCY ON CUSTOMER SATISFACTION · 2026 · DOI

• 70, which indicates that the three items might not be representative of a single dimensional construct and scale optimization is possibly justified.

  IMPACT OF LAST-MILE DELIVERY EFFICIENCY ON CUSTOMER SATISFACTION · 2026 · DOI

• Previous research prioritized service quality or institutional branding as key drivers of SS (Butt & Rehman, 2010; Ikram & Kenayathulla, 2023), but this study highlights SE as a crucial, yet underexplored, antecedent.

  The Satisfaction Bridge: How Student Engagement Drives Student Loyalty Through Satisfaction in Higher Education · 2026 · DOI

• Given these limitations, future research could consider extending the Customer Obsession measure to include metrics such as Customer Lifetime Value or Customer Effort Score, adding data on innovation by patent or new product, conducting industry-specific analyses to assess differences in impact mechanisms, and applying dynamic models to examine better the lagged impact of Innovation and Customer Obsession on financial performance.

  Customer Obsession, Innovation, and Service Quality: Shaping Strategy in Taiwan Firms · 2026 · DOI

• Based on the research findings, the following recommendations are made for hotels in Dessie and Kombolcha cities: 1) Hotels should strive to provide a wide range of services and products that cater to customer preferences. This can include offering amenities such as gifts, a swimming pool, and noise-free guest rooms. Additionally, creating package products and organizing self-cooking classes can add value to the customer experience. 2) Hotels should develop integrated marketing communication tools that effectively reach and engage customers. This involves investing in well- researched messages about the product and utilizing appropriate media channels. Aligning communication strategies with the product's lifecycle, allocating adequate budget, and motivating staff are also crucial for successful promotion. 3) Hotel marketing teams should focus on providing services that meet customer expectations in terms of convenience and accessibility. This can be achieved by strategically locating branches in convenient areas and hiring hotel representatives to improve accessibility for potential customers. 4) Hotel marketing managers should prioritize customer satisfaction and dedicate their efforts to meeting customer needs. Satisfied customers contribute and competitiveness in the market. Managers should focus on enhancing the product, promotion, and place aspects to ensure overall customer satisfaction. achievement of objectives, increased sales, to By implementing these recommendations, hotels can effectively utilize the traditional tourism marketing mix tools, except price, to enhance customer satisfaction and achieve success in the market.

  The Effect of Tourism 4 “P” S on Customer Satisfaction: The Case of Hotels in Dessie and Kombolcha Cities · 2026 · DOI

• Government and relevant transport regulatory agencies should strengthen safety regulations through regular vehicle inspections, enforcement of traffic rules, and mandatory certification of tricycle operators. 2. Tricycle operators and unions should improve service quality by enhancing vehicle maintenance, passenger comfort, operational reliability, and professional driver conduct. 3. Urban transport planners should formally integrate tricycle services into the metropolitan transportation system through improved road infrastructure, designated terminals, and sustainable mobility policies. REFERENCES Abdullahi, A., Abdulganiyu, I., Morakinyo, O., Abdulquadri, K., & Yusuf, R. (2024). Efficiency of tricycles as a public transportation mode in Kano metropolis. Journal of Environmental Spectrum, 4(1), 79–90. Abiodun, A., & Ekanem, E. (2020). Availability and accessibility of intermediate transport modes in Nigerian urban centers. Journal of Urban Mobility Studies, 8(2), 45–60. Adebayo, S. (2019). Role of tricycles in urban transport systems: Patronage patterns in Nigerian cities. Journal of Planning and Transport Research, 12(3), 89–105. Agheyisi, J. E. (2021). Privileging commuters’ mobility in neighbourhood access: Analysis of tricycle taxi operations in Benin City, Nigeria. Geoforum, 127, 104–115. https://doi.org/10.1016/j.geoforum.2021.10.004 Eboli, L., & Mazzulla, G. (2007). Service quality attributes affecting customer satisfaction for bus transit. Journal of Public Transportation, 10(3), 21–34. https://doi.org/10.5038/2375-0901.10.3.2 Eteng, S. U., Mfon, I. E and Okoi, B. J (2022). Housing satisfaction among students in tertiary institutions in Calabar, Cross River State, Nigeria. Journal of Environmental Science and Economics, 1(3):15-22 Eze, J., & Ajayi, L. (2019). Service reliability and speed as determinants of tricycle patronage in congested urban areas. Journal of Transport Efficiency, 7(1), 78–91. Fadare, R. (2016). User behavior and preference formation in Nigerian urban transport modes. Transport Policy and Practice, 4(2), 14–29. Ipingbemi, O., & Adebayo, A. (2016). Tricycle as a mode of commercial transportation in Ibadan Metropolis, Nigeria. Ife Research Publications in Geography, 14, 87–100. Kumar, A. (2011). Understanding the emerging role of informal transport in developing countries (Transport Paper TP-11). World Bank. Odufuwa, B. (2020). Socio-economic determinants of mobility choices among urban residents in Nigeria. Journal of Urban Mobility Research, 12(3), 77–90. Ojukwu, C. P., Okemuo, A. J., Madu, C. V., Ativie, R. N., & Anekwu, E. M. (2020). Pulmonary functions of commercial tricyclists 798–805. riders) https://doi.org/10.4314/ahs.v20i2.33 in Enugu State, Nigeria. African Health (Keke Napep Sciences, 20(2), Okoko, E., & Onifade, O. (2017).

  Patronage and Satisfaction Levels of Tricycle Users in Calabar Metropolis, Cross River State, Nigeria · 2026 · DOI

• First, the study is limited to a single company in the consumer finance industry; therefore, future research could explore similar models in other financial services, such as banking or digital lending platforms. Second, the sample was dominated by millennials, who are more familiar with digital technology and personalized communication; thus, future research should examine whether the same relationship holds true for other demographic groups.

  The Effectiveness of Personalized Marketing on Repurchase Intention in the Consumer Financing Sector: An Empirical Study from FIF · 2026 · DOI

• Although subgroup analysis was not conducted in this study, future research may explore whether demographic and clinical characteristics, including experiential healthcare Social Medicine, Volume 19, Number 1, January-April 2026.

  The Impact of Hospital Food Quality on Hospitalized Patient Satisfaction: The Role of Emotional Well-being and Perceived Value · 2026 · DOI

• 2 (2026) For hotel management, it is recommended to install clear directional signage to improve accessibility for guests, expand the parking area to enhance convenience, provide regular training for employees to improve service quality, and upgrade fitness equipment that is currently insufficient.

  The Effect of Location, Facilities, and Service Quality on Guest Satisfaction at Wimarion Hotel Semarang · 2026 · DOI

• Several limitations should be acknowledged. First, the study has a notable gender imbalance. Female spectators accounted for about 8% (n = 22) of the sample. Won et al. (2025), in a study of Japan’s B League and J League, identified gender differences in spectators’ motivations, including team identification, game attractiveness, players, and facilities [79]. However, the small number of female participants made robust multi-group SEM analysis difficult, as model esti- mation may become unstable when group sample sizes fall below 50 [80]. Therefore, this study’s findings are primarily generalizable to male spectators. Future research should recruit more female participants to assess potential gender differences in the relationships among variables. PLOS One | https://doi.org/10.1371/journal.pone.0350647 June 8, 2026 12 / 16 Second, the study’s proposed model was tested using data from only three CSL matches, with surveyed spectators pri- marily drawn from Guangdong Province. Consequently, the findings may not generalize to spectators from other regions or across different competitive contexts. Future research should recruit samples from a broader range of CSL venues and across multiple seasons to further examine the stability of the proposed model. Third, several procedural controls were implemented to mitigate common method bias, including expert review and a pilot survey to improve item validity, clear questionnaire instructions, and respondent anonymity. Nevertheless, the study relied on self-reported, cross-sectional data collected at a single point in time. These controls cannot fully eliminate com- mon method bias. Future research should employ multi-source data (e.g., objective behavioral measures) and longitudinal designs to enhance the robustness of the findings. Fourth, this study provided preliminary evidence for the sequential pathway LPQ → Satisfaction → Team Identifica- tion → Loyalty. However, this pattern should not be regarded as universal. McDonald et al. (2016) suggested that, for fans with a family tradition of supporting a particular team or those influenced by existing fan communities, team identification may emerge without first passing through a stage of satisfaction with league product quality [81]. Future research should more rigorously examine the sequential relationships among variables, particularly across different fan segments (e.g., peripheral, marginal, and core fans).

  The relationships among perceived league product quality, spectator satisfaction, trust, team identification, and loyalty in the Chinese Super League · 2026 · DOI

• Based on the findings, several key recommendations were formulated to optimise performance and sustainability within the selected QSR business: i. ii. iii. iv. v. vi. Digital Integration of Operations – Streamlining operations through digital tools such as automated inventory management, predictive analytics, and smart staff scheduling systems can significantly reduce waste, improve accuracy, and optimise resource utilisation. Service Quality Enhancement – Continuous quality monitoring and staff training should be prioritised to maintain consistency and service excellence, fostering customer satisfaction and repeat patronage. Integrated Marketing Strategies – Adopting a hybrid marketing approach that combines digital, green, and sensory marketing techniques is recommended to strengthen brand visibility and customer engagement. Personalised Promotions and Loyalty Programmes – Developing customer-specific promotions and reward systems can improve retention rates and boost sales performance. Cross-Departmental Alignment – Promoting greater collaboration between operations and marketing teams is essential to ensure that marketing initiatives are supported by operational capacity and quality assurance. Investment in Technology and Human Capital – Continuous investment in employee training, market research, and technological innovations is crucial for maintaining competitiveness and responding effectively to evolving market demands. Overall, the findings affirm that sustainable growth within the QSR sector depends on the strategic alignment between efficient operational systems and innovative marketing practices. The selected QSR business success is thus contingent upon its ability to synchronise these two core functions to achieve superior performance outcomes and long-term brand sustainability.

  Evaluating the relative impacts of operations management versus marketing on Quick Service Restaurants (QSR)performance: A case study of the Laudian Group · 2026 · DOI

• Moreover, since the present study concentrated on buyer–supplier dynamics within the South African automotive supply chain, future studies could examine trust and relationship quality between original equipment manufacturers (OEMs) and independent aftermarket role players such as automotive dealers.

  Relationship quality and trust in automotive supply chains · 2026 · DOI

• Several limitations should be acknowledged. First, the study used a cross-sectional design, which limits the ability to infer causal relationships over time. Second, the sample size was relatively modest and focused on a single brand community context, potentially limiting generalizability to other industries or cultural settings. Third, the study relied on self-reported data, which may be affected by common method bias. Finally, the model focused on key social and experiential variables but did not include other potential loyalty predictors, such as brand trust, satisfaction, or perceived value.

  The Social Path to Brand Loyalty: How Interaction and Relationships Drive Commitment in Brand Communities · 2026 · DOI

• Based on the findings and conclusions of the study, the following recommendations are proposed: 1. Banks should strengthen account security systems, confidentiality measures, and fraud protection mechanisms since customers highly prioritize secured handling of accounts and privacy protection. 2. Banking institutions should continuously improve efficiency, reliability, and responsiveness of their services by minimizing delays, improving transaction processing, and ensuring timely responses to customer concerns. 3. Banks should maintain updated IT systems and user-friendly digital banking platforms to improve convenience and accessibility while ensuring strong cybersecurity measures. 4. Bank management should continue investing in staff training and development programs to enhance employee competence, responsiveness, and customer relationship management. IJFMR260379090 Volume 8, Issue 3, May-June 2026 22 International Journal for Multidisciplinary Research (IJFMR) E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected] 5. Banks should maintain adequate teller availability and improve over-the-counter services, particularly for customers who still prefer direct human interaction in banking transactions. 6. Banking institutions may utilize the findings of this study in designating customer-centered banking strategies and improving service delivery aligned with the financial inclusion goals of the Bangko Sentral ng Pilipinas (BSP). 7. Customers may use the findings of this study as a guide in selecting banking institutions that align with their preferences regarding security, reliability, convenience, and service quality. 8. Customers are encouraged to maximize the user of secure digital banking services while remaining vigilant regarding privacy and cybersecurity practices. 9. Future studies may include additional banking attributes such as pricing strategies, loan accessibility, sustainability practices, customer loyalty programs, and financial literacy services to provide broader insights into customer preferences. 10. Researchers may conduct comparative studies involving rural and urban banking customers or different banking sectors such as digital banks, rural banks, and cooperative banks. 11. Future studies may explore the evolving impact of digital transformation, artificial intelligence, and financial technology innovations on customer banking preferences and satisfaction.

  Customer Preference on Banking Services in the City of Mati · 2026 · DOI

• For instance, the sample was collected using a convenience sampling method, and the variables included in the model focused only on service quality and satisfaction, without considering other variables such as perceived value, brand image, or trust, which should be further examined to improve the model’s generalizability. Therefore, future studies are recommended to address these limitations.

  Service Quality and Gen Z Consumer Loyalty: The Mediating Role of Satisfaction · 2026 · DOI

• In line with the findings and conclusion, the following recommendations were made: 1. Strengthen personalized service delivery: Businesses should invest in staff training, data analytics, and customer profiling systems to better tailor services to individual preferences and needs. 2. Enhance loyalty programs: Firms should design innovative and attractive reward systems that go beyond discounts, incorporating long-term incentives that build emotional attachment to the brand. 3. Improve complaint resolution mechanisms: Organizations should establish robust feedback and redress systems, ensuring prompt responses to customer complaints in order to restore trust and confidence. 4. Leverage digital engagement platforms: Management should maximize the use of social media and other digital tools to engage customers, promote transparency, and foster interactive relationships that encourage loyalty. 5. Adopt an integrated retention strategy: Since the pooled regression revealed that all four strategies jointly explain a significant portion of performance, firms are encouraged to adopt a holistic approach that combines personalization, loyalty incentives, effective complaint resolution, and digital engagement.

  CUSTOMER RETENTION STRATEGIES AND BUSINESS PERFORMANCE IN THE NIGERIAN FAST FOOD INDUSTRY · 2026 · DOI

• Several characteristics of the study impose limits and open paths for further work. The analysis focuses on a single Colombian financial institution and one specific product, so the stability of the loyalty mechanism across CLV segments should be re-examined in other banks, product portfolios and regulatory environments. The design is cross-sectional and uses self-reported scales for attitudinal constructs which may limit causal inference; longitudinal data and behavioral indicators of loyalty (e.g., product holding, digital channel usage) would allow a closer look at the dynamics of CLV and relationship quality over time. In addition, the model does not explicitly incorporate constructs related to digital experience, perceived cybersecurity or innovation in service delivery, which recent studies identify as relevant in increas- ingly digital banking ecosystems (e.g., Croitoru, 2024; Gazi, 2024; Kim et al. 2024; Musyaffi et al. 2024; Hilmy and Sau- jan 2025; Saif et al. 2024; Saleh et al. 2025). Extending the framework to include such variables would help explain how digital touchpoints reshape value perceptions, satisfac- tion, and loyalty. The CLV estimation is based on observed contributions over a 12-month period and does not explicitly incorporate growth or attrition dynamics. Future research could extend this approach by applying probabilistic CLV models that account for variations in retention, growth, and discount rates across customer segments, thereby enabling more precise estimates of customer lifetime value and its relationship with loyalty mechanisms. Future studies could also examine how curated service experiences and co-cre- ated loyalty attributes enhance satisfaction and relational outcomes across different CLV segments.

  A multidimensional analysis of customer loyalty across customer lifetime value segments in credit card services · 2026 · DOI

• The study sample consisted of 250 respondents from Ba Ria - Vung Tau only. Generalizability to other Vietnamese ports (Ho Chi Minh City, Da Nang, Hai Phong) or regional Southeast Asian logistics markets is not addressed, nor are comparative analyses across different port regions proposed.

  Factors Affecting Customer Satisfaction Towards Lоgistics Service Quality in Ba Ria - Vung Tau, Vietnam · 2026 · DOI

• Tangibles showed the weakest standardized coefficient (0.067) among significant predictors, yet the study does not investigate whether this reflects low importance in logistics services or inadequate measurement of tangible elements (facilities, equipment, appearance) specific to Vietnamese logistics providers.

  Factors Affecting Customer Satisfaction Towards Lоgistics Service Quality in Ba Ria - Vung Tau, Vietnam · 2026 · DOI

• The model explains only 82.8% of customer satisfaction variation (adjusted R² = 0.828), leaving 17.2% unexplained by the five logistics service quality dimensions. The paper does not identify or test additional factors specific to Vietnamese port logistics in Ba Ria - Vung Tau (e.g., regulatory compliance, pricing transparency, port infrastructure) that may account for the remaining variance.

  Factors Affecting Customer Satisfaction Towards Lоgistics Service Quality in Ba Ria - Vung Tau, Vietnam · 2026 · DOI

• The multicollinearity issue (VIF > 2) between Responsiveness and Empathy forced removal of Empathy from the final regression model. The study does not investigate the structural causes of this high correlation or propose alternative measurement scales or modeling approaches (e.g., hierarchical regression, latent variable modeling) to retain both dimensions.

  Factors Affecting Customer Satisfaction Towards Lоgistics Service Quality in Ba Ria - Vung Tau, Vietnam · 2026 · DOI

• Reliability was rejected as a significant predictor of customer satisfaction (p > 0.05) despite theoretical expectations from SERVQUAL models. The study does not explore whether this finding reflects measurement issues with the Ry variables (Ry1-Ry5), weak survey responses from the 250-sample dataset, or genuine insignificance of reliability in Vietnamese logistics operations.

  Factors Affecting Customer Satisfaction Towards Lоgistics Service Quality in Ba Ria - Vung Tau, Vietnam · 2026 · DOI

• Empathy was found to have no significant impact on customer satisfaction with logistics services in Ba Ria - Vung Tau, contrasting with findings from Baki et al. (2009). The study does not investigate why Empathy behaves differently in this Vietnamese logistics context compared to previous international research, leaving a critical contextual gap in service quality theory.

  Factors Affecting Customer Satisfaction Towards Lоgistics Service Quality in Ba Ria - Vung Tau, Vietnam · 2026 · DOI

• The impact of CO on SQ in achieving higher SAT in the banking business, particularly in emerging countries, has not been adequately addressed in the marketing literature.

  Effect of customer orientation on customer retention through the mediating role of satisfaction and service quality · 2025 · DOI

Most-cited papers in Customer Service Quality and Loyalty

• Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis · Journal of Marketing · 2006 · 2,112 citations
• Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study · Journal of Marketing · 1983 · 1,765 citations
• Understanding Service Convenience · Journal of Marketing · 2002 · 1,079 citations
• DEFINING QUALITY: ALTERNATIVES AND IMPLICATIONS · Academy of Management Review · 1994 · 1,047 citations
• Progress in partial least squares structural equation modeling use in marketing research in the last decade · Psychology and Marketing · 2022 · 969 citations
• The Roles of Price, Performance, and Expectations in Determining Satisfaction in Service Exchanges · Journal of Marketing · 1998 · 958 citations
• Customer experience: fundamental premises and implications for research · Journal of the Academy of Marketing Science · 2020 · 745 citations
• Logistics Service Quality as a Segment-Customized Process · Journal of Marketing · 2001 · 653 citations
• Antecedents and consequences of trust and satisfaction in buyer‐seller relationships · European Journal of Marketing · 1998 · 620 citations
• The Evolution of Loyalty Intentions · Journal of Marketing · 2006 · 544 citations

Most recent work

• Sample size practices and guidelines in services marketing survey research · Service Industries Journal · 2026
• Impact of Service Quality on Fitness Club Client Loyalty · Baltic Journal of Sport and Health Sciences · 2026
• Client Satisfaction of the Services of Apayao State College Towards ISO 9001:2015 Sustainability · International Journal of Science and Research Archive · 2026
• Customer Experience and Brand Loyalty in Crescent Infotech at Erode · INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT · 2026
• Factors Affecting Customer Satisfaction Towards Lоgistics Service Quality in Ba Ria - Vung Tau, Vietnam · International Journal of Current Science Research and Review · 2026
• Strengthening manufacturers’ influence in triadic channels: leveraging relationships with indirect customers · Journal of Business & Industrial Marketing · 2026
• The Mediating Roles of Consumer Satisfaction and Word-of-Mouth in the Relationship between Service Quality, Price Fairness, and Loyalty in Indonesian Fast Food · International Review of Management and Marketing · 2026
• Examining the Service Perceptions of Visitors at National Botanical Gardens in South Africa · Journal of Zoological and Botanical Gardens · 2026
• The Social Path to Brand Loyalty: How Interaction and Relationships Drive Commitment in Brand Communities · International Journal of Science, Technology & Management · 2026
• Bank versus credit union service quality: What has changed in the last 25 years? · International Journal of Bank Marketing · 2026

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