The study utilized the descriptive-correlational research design. It
evaluated customer satisfaction and loyalty in the context of various small, micro, and medium-sized businesses on Dongguan Street in Yangzhou, Jiangsu
Province, China. Customer satisfaction was established using the eight factors
of the Customer Service Theory, namely: 1) speed, 2) transparency, 3)
availability and accessibility, 4) friendliness, 5) simplicity, 6) empowerment,
7) accuracy, and 8) details. Customer loyalty was established using the four
stages of customer loyalty, namely: 1) cognitive loyalty, 2) affective loyalty,
3) cognitive loyalty, and 4) action loyalty. Thereafter, the two variables were
analyzed further to determine their association. Based on the study’s findings,
conclusions were drawn, and recommendations were forwarded to strengthen the
marketing strategies of the small, micro, and medium size business enterprises
on Dongguan Street.
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