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Service Quality And Customer Satisfaction

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CHAPTER 2: LITERATURE REVIEW In order to achieve the research objectives of this study, it is important to consider what authors and past researchers have put across concerning the research problem. Therefore, this chapter focuses on reviewing already existing literatures that may help in establishing the factors that influence service quality and customer satisfaction. This section also identifies the relevant theoretical framework within which the study is built. A conceptual framework is then developed showing the independent and dependent variables. 2.1 Service Quality The definition of quality cannot be settled upon as it varies from person to person under different situations. Efforts in defining quality come mainly from the product …show more content…

The study consisted of studying definitions of customer satisfaction over the past 30 years. They analysed the conceptual definition, response, focus and time. When analysing the results of response, they came to the conclusion that customer satisfaction is a response that is either cognitive or emotional. When studying focus, researchers look at the object of a consumer’s satisfaction and comparing service to some sort preconceived standard. The focus can range from their expectations to their experiences. Time refers to when and at what moment satisfaction can be determined. The satisfaction response has a distinct but varied …show more content…

However, (Giese & Cote, 2002) referred to customer satisfaction as 1) a response which is either cognitive or emotional 2) the response pertains to a certain focus (expectations or experience) 3) the response happens at a particular time. From their review, they observed that customer satisfaction had three main aspects; it is a response arising from a particular focus at a particular time. The definition pulls us closer to a greater understanding of customer satisfaction. (Anton, 1996) as cited in (Abdallat & Emam, n.d.) describes customer satisfaction as a state of mind where the customers’ needs, wants and expectations are met or exceeded over the product life or the service life. As (Kotler and Keller, 2006) simply put it, satisfaction is a person’s feelings of pleasure or disappointment which resulted from a product’s perceived outcome against his/her expectation (cited in “Concepts of Customer” 2012). Moreover, (Dudovskiy, 2012) refers to Oliver’s theory that divides customer satisfaction into three potential categories; negative disconfirmation, positive disconfirmation and simple disconfirmation. Negative disconfirmation happens when the service happens to be worse than expected by the customer, positive disconfirmation is when the service is better than expected while simple disconfirmation happens when the level of service is equal to the level of customer

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