Service Quality Customer Satisfaction Research Paper

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.Financial liberalization has led to intense competitive pressures and companies are consequently directing their strategies towards increasing service quality level which fosters customer satisfaction and loyalty through improved service quality.

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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 paper, firstly, examines different aspects of service quality measurement reported in the literature, and secondly, the models of service quality linkages with customer satisfaction and customer loyalty, and finally, summarizes the models to get an idea about their practical implications and highlights the areas for further research.

Literature Review Service Quality Quality has been recognized as a strategic tool for attaining efficiency and improved business performance.

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).

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