Service Quality Performance and Customer Loyalty in One Service Center

This study investigates the relationship between service quality performance and customer loyalty in a motorcycle parts and repair service center in Butuan City, Philippines. As motorcycles are a vital mode of transportation in urban areas, the growth of the motorcycle repair industry has led to increased competition, making customer loyalty crucial for business sustainability. The research focused on AVC Cycle Parts and Accessories, surveying 300 customers who had used their services at least twice in the past six months. The study utilized a descriptive research design, employing a validated questionnaire to assess service quality across five key dimensions: personal interaction, policy, physical aspects, reliability, and problem-solving. Customer loyalty was measured through trust, commitment, communication, and conflict handling. Findings revealed a significant positive correlation between service quality and customer loyalty. Specifically, reliable services, effective communication, and personal interactions were strong predictors of trust and commitment among customers. The results highlight that consistent, high-quality service delivery, supported by professional and empathetic staff, enhances customer satisfaction and fosters long-term loyalty. The study also emphasizes the importance of efficient problem resolution and clear policies in maintaining customer trust. These insights provide actionable recommendations for motorcycle service providers to improve operational strategies and customer engagement. Furthermore, this research contributes to the limited body of literature on service quality and customer loyalty in the Philippine motorcycle repair sector and offers guidance for business owners and policymakers aiming to support small and medium enterprises (SMEs) in this growing industry.