Examining the relationship between service quality and customer satisfaction: A factor specific approach
Abstract: This research was
aimed at examining the relationship between service quality and customer
satisfaction with data obtained from Malaysian soldiers who were involved in
peace keeping missions in a Middle Eastern country. The results of which would
enable the management to improve the quality of service accorded to
peacekeeping personnel.
Design/methodology/approach: The study employed a cross-sectional
research design which allowed the researchers to integrate the service quality
literature, the semi structured interview and the actual survey to collect and
examine the data for optimum results.
Findings and Originality/value: The outcome of multiple regression
analysis showed that responsiveness and assurance variables reflected a high
correlation with customer satisfaction. On the other hand, tangibility,
reliability and empathy variables recorded an insignificant correlation with
customer satisfaction.
Research limitations/implications: With respect to practical
contributions, the findings of this study can be used as a guideline by the
management to improve the quality of peacekeeping in areas of conflict.
Practical implications: For security reasons, certain information
affecting customer satisfaction could not be examined in detail.
Originality/value: This paper presents key results on service quality and
customers satisfaction research by looking at the niche segment which was not
previously studied from the Malaysian perspective.
Author: Azman Ismail, Ahmad
Azan Ridzuan, Nur Ilyani Ranlan Rose, Muhammad Madi Bin Abdullah, Muhammad
Sabbir Rahman, Sebastian K. Francis
Journal Code: jptindustrigg130026
