The mediating effect of customer satisfaction and the moderating effect of communication in the relationship between proactive customer service performance and customer loyalty

Increasing competition and changes in customer expectations have led businesses to focus on their customers like never before. Realizing the cost and challenges of acquiring new customers, businesses focus on retaining existing customers and creating loyal customers. The main purpose of the research is to determine to what extent and in what direction proactive customer service performance affects customer loyalty through customer satisfaction and the moderating role of communication. Within the framework of this research model, the relationship between proactive customer service performance, which is the independent variable, and behavioral sub-dimensions of customer loyalty was examined. In addition, within the scope of the research, the mediating role of customer satisfaction and the moderating role of communication were investigated. The research was carried out with comprehensive research on the customers of the enterprises operating in the service sector in the Marmara Region. 400 data were collected by the questionnaire method, and 7-point Likert Attitude scale expressions were used in the scales. Within the framework of the analyses, it is supported that the relationship between proactive customer service performance and customer loyalty is positive and significant. The hypothesis that the relationship between proactive customer service performance and customer loyalty is mediated customer satisfaction and moderated by communication is partially supported.