Main Article Content
In this study we investigated how different dimensions of service quality might influence the loyalty of customers in the context of online games. By studying the gamers of massively multiplayer online role-playing games (MMORPGs), we tested our hypotheses using structural equation modeling techniques. We found that the service quality dimensions of privacy, effectiveness, and entertainment indirectly influence the loyalty of gamers through satisfaction, whereas interaction has a direct effect on their loyalty. These findings have implications for online game companies to improve customers’ loyalty.