The impact of customer service on brand loyalty among generation Z consumers

Abstract

This thesis investigates the impacts of customer service on brand loyalty of the Generation Z consumers, and people in the age range of 18 to 27. Being digital-first, the Generation Z expects prompt, warm, and reachable customer service. The purpose of this research was to find out what kind of customer service makes them stay loyal to the brand and what makes them switch the brand.

The research employed quantitative method by use of an online survey. The response collected from the Gen Z participants amounts to 42. The survey had 10 questions addressing service channels, service quality, satisfaction, and loyalty behaviour. The survey results are presented in tables, charts, and open text responses.

The results revealed that customer service plays an important role in brand loyalty. 81% of participants stated that they returned to a brand due to good customer service and 74% of them mentioned that they left a brand after receiving a poor service.

To summarise, customer service is one of the most essential elements of an effort to retain brand loyalty among the Generation Z. Companies should pay particular attention to the speed, friendliness, and flexibility of service, especially provided through digital channels.