Abstract:
Marketers strive to create compelling and sustainable value propositions for their customers. One of the important factors acknowledged in the literature but not thoroughly tested is customer education. In this article we examine the importance of customer education as it contributes to enhancing customer loyalty through perceived service quality employing empirical data. Several hypotheses are formulated to measure the impact of customer education and other factors in a customer loyalty model. All hypotheses were confirmed, supporting the belief that customer education can play an important role in building and enhancing customer loyalty.
