Published Paper Details:

Customer retention is critical to the success of a service business like VST Motors. Service level has become a customer retention factor. The relationship between service quality and customer retention is becoming clearer every day. This study focuses on VST Motors Limited, which aims to find out how service quality affects customer retention in the Caddalore service industry. The five dimensions of the SERVQUAL model (reliability, confidence, tangibility, empathy, and responsiveness) are considered the basis for the study.When it comes to customer retention, research shows that responsiveness and empathy are more important than service tangibility, certainty, and reliability. Research results also indicate that the quality of services provided has improved. Research shows that providing high-quality service increases customer retention, which increases customer loyalty and commitment. Customer retention is therefore becoming one of the key business ideas to be further explored, particularly in the service sector. The main objective of this study is to identify key factors that positively affect customer loyalty and retention in the service sector.This study complements the literature by highlighting the relationship between service quality, customer satisfaction, trust and commitment. Data are evaluated using several steps including coding and classification processes. Research results confirm that there is a significant relationship between service quality and customer satisfaction, trust and commitment, which positively affects customer loyalty and retention.