Lack perceived quality in Saudi Arabia has been repeatedly identified as one of the most formidable barriers to people for engaging in customer loyalty.Despite, the widespread establishment of shopping malls all over the country, the statistics revealed that Saudi consumers, although trying grocery shopping in some shopping malls, still prefer to do their grocery shopping activities in traditional grocery stores and convenience stores (Othaim, 2012).This paper provides an overview perceived service quality and customer satisfaction which affect Saudi customer loyalty and it reviews relevant previous studies that investigate the relationships among said three variables. This paper provides the critical remarks and direction for future research.

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Studies that link customer service to factors such as demographic, psychographic characteristics and store format choice are rather limited and under studied despite the fact of the discovery that individual characteristics of consumers influence their shopping behaviour. Despite its importance and its contribution toward better understanding of consumer purchasing behavior, there is still lack of research in this area especially in the retail sector. In validating the measurements and investigating 408 questionnaires were filled by shoppers. The research concluded with a discussion on management implications as well as recommendations that suppliers should supply the good in shopping malls through considering their demographic and psychographic responses.

With a robust economic growth and a young population, Saudi Arabia has witnessed a high consumer demand in the food and grocery sector. This has led towards a transformation of its retailing industry from small and unorganised markets to palatial malls and hypermarkets. As the number of choices increases with the entry of new players, retailers need to understand customers' perceptions of the quality of services and product offered as this is crucial towards the survival and competitiveness in the market. The determinants of service quality vary across different industries, countries and individual characteristics. However, studies that link customer service to factors such as demographic, psychographic characteristics are scarce especially in this region. Therefore, the primary goal of this research is to examine the influence of perceived service quality on customer's living style and demographic variables. In carrying out this research, questionnaires were distributed to retail customers in major shopping malls located in three cities which represent more than 60% of the Saudi population (Riyadh, Jeddah, and Dammam). 800 questionnaires were distributed but only 408 questionnaires were useable, yielding a response rate of 51%. The findings revealed that the two antecedent factors demographic had a partial influence on PSQ while psychographic has no influence. The study concluded with some recommendations that can be of a great use to retailers in Saudi Arabia and future researchers.