Mary Arengo2026-06-052026-06-052026-04-16https://hdl.handle.net/20.500.12311/3307UndergraduateThis study examined the influence of customer service on customer loyalty in retail shops in Lugazi Town. The research was steered by the following objectives; to examine the influence of customer service quality on customer loyalty, to assess the responsiveness and speed of service on customer loyalty, to examine the staff competence and product knowledge on customer loyalty, and to establish the relationship between customer service dimensions and customer loyalty. The cross-sectional survey design was used to survey retail shop owners, managers, and sales associates. Purposive sampling was used to select 44 participants, and structured questionnaires were used to collect data. The regression analysis results showed that all five dimensions combined accounted for 83.2% of the variance in customer loyalty, R² = 0.832. Reliable service emerged as the strongest predictor of customer loyalty (β = 0.312, p < 0.01), followed by effective service (β = 0.287, p < 0.01), staff knowledge (β = 0.234, p < 0.01), quick response (β = 0.193, p < 0.05), and personalized service (β = 0.156, p < 0.05). The study found that customer service significantly affects customer loyalty in retail shops. The recommendation was that retail shop owners should emphasize the reliability of customer service, invest in training their staff to improve their knowledge of products, and ensure promptness in their services to promote customer loyalty.enDissertation