Service Quality Customer Satisfaction Research Paper

Service Quality Customer Satisfaction Research Paper-78
One that is commonly used defines service quality as the extent to which a service meets customers' needs or expectations (Lewis and Mitchell, 1990; Dotchin and Oakland, 1994; Asubonteng et al., 1996; and Wisniewski and Donnelly, 1996).

One that is commonly used defines service quality as the extent to which a service meets customers' needs or expectations (Lewis and Mitchell, 1990; Dotchin and Oakland, 1994; Asubonteng et al., 1996; and Wisniewski and Donnelly, 1996).

The paper, firstly, examines different aspects of service quality measurement reported in the literature, and secondly, the models of service quality linkages with customer satisfaction and customer loyalty, and finally, summarizes the models to get an idea about their practical implications and highlights the areas for further research.

Literature Review Service Quality Quality has been recognized as a strategic tool for attaining efficiency and improved business performance.

If expectations are greater than performance, then perceived quality is less than satisfactory and hence customer dissatisfaction occurs (Parasuraman et al., 1985; and Lewis and Mitchell, 1990).

There exists an important question: Why should service quality be measured?

Although conceptually viewed as abstract and elusive service quality is an important ingredient in quality management, marketing and organizational studies as evidenced by the appearance of various models dealing with it. (1985, 1988, 1991, 1994) SERVQUAL model conceives of effective service quality as comprising five core components: tangibility, reliability, responsiveness, assurance and empathy.

This study was conducted to measure the relationship between service quality, customer satisfaction and customers’ loyalty.Delivering higher levels of service quality is the strategy that is increasingly being used by service providers to position themselves more effectively in the market.Also, it is well accepted in the researches conducted in the field of service quality that there is a relationship between service quality and customer satisfaction; customer satisfaction and customer bonding; customer bonding and customer loyalty (Zeithaml et al., 1996; and Hu et al., 2011).Financial liberalization has led to intense competitive pressures and companies are consequently directing their strategies towards increasing service quality level which fosters customer satisfaction and loyalty through improved service quality.Service quality is becoming an increasingly important factor and a prerequisite for economic performance in service industry.Self-report questionnaires were used to collect data from customers who received treatments at the armed forces health organizations in Peninsular Malaysia.The outcomes of Smart PLS path model analysis demonstrated that the ability of organization to appropriately implement tangibility, reliability, responsiveness, assurance and empathy in performing daily job had strongly invoked customer satisfaction, which in turn might lead to enhanced customers’ loyalty.Findings failed to corroborate past research as it was established that distinct efforts to measure customer satisfaction and loyalty within non-western service contexts proved to be less useful.However, outcomes cannot be generalized and as such, the modified scale that emerged from this research should receive more rigorous tests in other emerging services contexts.Nevertheless, future research in this field should consider exploring further individual similarities and differences in influencing the implementation of service quality by organizations, other research designs that can better describe the patterns of change and the direction and magnitude of causal relationships amongst variables of interest, the need for more diverse organizations to be involved, other specific technical and environmental qualities as an important link between service quality and many aspects of customer outcomes, and the useof a larger sample sizes.Introduction During the past two-and-a-half decades, many regulatory, structural, and technological factors contributed to significant changes in the financial services marketing environment in the US as well as around the world (Angur et al., 1999).

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