RODRIGUEZ ARMIJOS, Dany Yacely; ARISTA HUAMAN., Ana María    CRUZ-TARRILLO, José Joel. Service quality and its effect on customer satisfaction and loyalty. []. , 1, 55, pp.65-77. ISSN 2528-7907.  https://doi.org/10.36097/rsan.v1i55.2326.

This research seeks to determine the relationship between the quality of service with customer satisfaction and loyalty, the participants in this study were 135, the type of research was basic, with a calculated approach, a descriptive correlational level of research and a non-experimental design. The technique used was the survey; After analyzing the data, the coincidence between the quality of service and customer satisfaction is extended by a p - value = 0.000 and Rho = 0.467, which shows a significant positive average relationship; a p - value = 0.000 and Rho = 0.466 that demonstrates a mean positive significant relationship; The results indicate that making efforts to improve the quality of service will have an impact on customer satisfaction and loyalty.

: quality of service; satisfaction; loyalty; customers.

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