Małgorzata Lotko, Aleksander Lotko
Path Model of Impact of the Quality of Teaching Foreign Languages Service on Consumer Loyalty
Słowa kluczowe: nauczanie języków obcych, jakość, lojalność.
Key words: teaching foreign languages, quality, loyalty.
Abstract: The aim of the paper was to identify impact of foreign languages teaching service quality on consumer loyalty. A questionnaire-based research was carried out. As a method of elaborating the results structural equations modeling was chosen. Service quality turned out to be a two-dimensional construct. Then a path model was built, according to which customer-oriented approach influences customer loyalty in a meaningful way. A practical implication of the study is claiming a key role of customer-oriented approach and staff attitudes in shaping service quality and consequently consumer behaviors.