Service Quality Customer Satisfaction Research Paper

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The study provides insight into customer behavior with the quality of retail bank services in Ghana.

The resulting broader dimensions provide an integrated and expanded model as well as pointers to bank managers on service quality and customer satisfaction cues to enable them attract, serve and retain customers. Download as .

The study provides an expanded model for measuring retail bank service quality as seven of the eight latent constructs emerged as service quality dimensions when moderated with price.

It is significant to also note that five of the constructs – tangibles, reliability, assurance, empathy and price – from the direct relationship emerged as the dimensions of retail bank service quality that positively and significantly predicted customer satisfaction.

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.

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?

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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