International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Service Quality, Strategic and Marketing Orientation: A Causal Model On Customer Loyalty Among Optometric Clinics in Region XI

Author(s) Dr. Jovina Sandra T. Dela Victoria-Tom, Dr. Stilo Floyd P. Schneider
Country Philippines
Abstract The study aimed to identify the best fit model of customer loyalty among optometric clinics in Region XI. A quantitative, descriptive correlational design was used in the study. Using Stratified random sampling technique 400 respondents were surveyed through an online platform. Standardized instruments were used to gather relevant data. In analyzing the data, mean, Pearson product moment correlation, multiple regression, and structural equation modelling were employed to attain the objectives of the study. Results revealed very high levels of service quality and customer loyalty. Meanwhile, the strategic and marketing orientation showed a high-level result. The three exogenous variables also reported a significant relationship with customer loyalty. When regressed, the service quality was found to be the best predictor of customer loyalty across all three models. Through structural equation modeling approach, Model 3 was found to be the most parsimonious model after satisfying all the best fit indices. These results underscore the importance of prioritizing service quality as an indispensable determinant of customer loyalty.
Keywords management, strategic orientation, service quality, marketing orientation, customer loyalty, structural equation model, Philippines.
Field Sociology > Administration / Law / Management
Published In Volume 7, Issue 4, July-August 2025
Published On 2025-07-05
DOI https://doi.org/10.36948/ijfmr.2025.v07i04.50122
Short DOI https://doi.org/g9s9fd
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