SERVICE QUALITY AND CUSTOMER LOYALTY TOWARDS BAJAJ EMI CARD

Name of Author : Dr. K. Ahamed Anis Fathima, Dr. A. Abitha Barveen

Abstract: In the era of digital consumer financing, EMI cards have emerged as a popular tool for facilitating easy purchases without immediate financial burden. This study examines the relationship between service quality and customer loyalty towards the Bajaj EMI Card. The research is based on primary data collected from 129 respondents in Tirunelveli District. Service quality dimensions such as reliability, responsiveness, assurance, empathy, and tangibles were analyzed to understand their influence on customer loyalty. Statistical tools including percentage analysis and factor analysis were employed to interpret the data. The findings reveal that reliability and responsiveness are the most influential factors affecting customer loyalty. The study concludes that improved service quality significantly enhances customer retention and long-term loyalty.

Keywords : Service Quality, Customer Loyalty, EMI Card, Consumer Finance, NBFC, Factor Analysis

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