TESTING THE MODEL OF THE CONNECTION BETWEEN PERCEIVED SERVICE QUALITY, CUSTOMER SATISFACTION, CUSTOMER LOYALTY AND CUSTOMIZATION

Aim of this paper was to test the model of the connection between perceived service quality, customer satisfaction, customer loyalty and customization. The model in this study was tested using the multivariate PLS-SEM method Based on the secondary sources research, a questionnaire was formed, pretested and conducted on 633 respondents. The results show that the perceived quality of service has the strongest ill/Thence on customer satisfaction (f2 = 0.526), followed by perceived service quality on the perception of customization (f2 = 0.501), while the impact of customization perception on customer loyalty is very weak (f2 = 0.012). In addition to the above indicators, we used the redundancy indicator (Stone - Geisser Q2) in the form of "Gross - Validate Redundancy" to assess the structural model. The results show that the values of this indicator are positive for all three dependent variables, which means that the predictive abilities of the model are very good According to the results, it can be concluded that customer satisfaction has significant predictive importance for customer loyalty (q2 = 0.066), that perceived service quality has moderate predictive importance for customer loyalty (q2 = 0.014), while the perception of customization has low predictive importance for customer loyalty (q2 = 0.007). Also, it can be concluded that mediator variables partially mediate the relationships between variables.