Impact Of Service Quality Management

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CHAPTER 1

BACKGROUND OF THE STUDY

In recent days, most of the businesses focus on efficient and effective service quality to get customer satisfaction and help the businesses to be more competitive advantages in business world days by days. In order to compete with other business in such globalized economic environment effectively and efficiently, an organization need to understand how their services perceived and classified from a customer point of view and what is the uniqueness and specialty of the services that the business provided. According to Shemwell, Yavas and Bilgin (1998) provide a high quality service is the key to a sustainable competitive advantage and gain customer satisfaction in an era of intense globalization. Devlin
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Service quality appears to be only factors contributing to customer satisfaction judgments. Most of academic researchers support that, service quality is one of the important factors that contribute to customer satisfaction (Cronin and Taylor, 1992; Wang Chunxao et al, 2001). It was supported by Bolton and Drew, (1991), Cronin and Taylor, (1992), Taylor and Baker, (1994), Spreng and McKoy, (1996), Ramseook-Munhurrun et al., (2009) that customer satisfaction is important for service organizations and is highly correlated with the quality of service. Improving the service quality leads the organizations or businesses meet their customer need and expectation. According to Parasuraman, Zeithaml and Berry (1998), service quality as a long-run overall evaluation about service, whereas satisfaction is a transaction specific evaluation. Improving service quality to meet customers’ standards is an ongoing part of doing business. In this way, customers drive the market and the organization. Parasuraman et al. (1988) proposed a conceptual model for capturing the criteria utilized by consumers when evaluating service quality. Specifically, they identified five distinct components of service quality which is included assurance, empathy, reliability, responsiveness and tangibles. Therefore,…show more content…
But, it is difficult for them to determine or predict what is the most affecting dimensions between service quality and customer satisfaction. According to Bell and Zemke (1987), service failure will occurs when the service quality, delivery does not meet customers’ expectations of gaining customer satisfaction. Therefore, the service organizations must provide the services that will fulfil the need and requirements of the customer in order to enhance customer satisfaction. According to Solnet and Kandampully (2008) high quality employee is needed in obtaining customer satisfaction, because the service rendered by that employee will reflect a good image and give an impact in gaining customer satisfaction towards the service

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