Service Quality Customer Satisfaction Research Paper

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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?

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).

Studying the constructs of service quality can help the organizations in a long way which can ultimately facilitate customers with improved services.

The paper aims to contribute to existing research by studying the models on linkages between service quality, customer satisfaction and customer loyalty and summarizing these models with a view to providing an idea for future research.

Various models and scales exist in the literature to measure retail bank service quality without any attempt at integrating them and the moderators have often been under explored.

The purpose of this paper is to integrate the SERVQUAL and BSQ models and moderated the resulting scale with price in order to examine service quality and customer satisfaction with retail bank services in Ghana.

The purpose of this study is to explore the dimensional structure of the SERVQUAL scale within non-western service setting as well as the impact of service quality dimensions on customer satisfaction and loyalty.

A quantitative approach was employed, using 32-item, seven-point Likert-scaled questionnaire administered to 384 participants with 55.99 per cent usable response rate.


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