Do Service Quality Dimensions Increase the Customer Brand Relationship among Gen Z? The Mediation Role of Customer Perception between the Service Quality Dimensions (SERVQUAL) and Brand Satisfaction

Abstract

Abstract: This study seeks to figure out how service quality dimensions (SERVQUAL) increase customer's brand satisfaction. In doing so, the study consists of 306 randomly selected participants who were available at various Super shops or Departmental Stores (namely Agora, Meena Bazar and Swapno) at Dhaka in Bangladesh between the age of 18 and 25 years old (Gen Z). The data were analyzed using Smart PLS 3.0. Results show that positive and significant relationships remain between service quality dimensions namely tangibility, reliability, responsiveness, assurance, and empathy with customer's brand satisfaction. Results also show that customer's perception mediates the relationship between service quality dimensions namely tangibility, reliability, responsiveness, assurance, and empathy with customer's brand satisfaction. Notwithstanding, respondents were slanted towards a more youthful populace causing worry that the outcomes probably won't speak to all Bangladeshi age groups.