Interlinkages between service quality, customer satisfaction and customer loyalty in Malaysia: a case study of Armed Forces Medical Organizations
Although conceptually viewed as abstract and elusive service quality is an important ingredient in quality management, marketing and organizational studies as evidenced by the appearance of various models dealing with it. The Parasuraman et al. (1985, 1988, 1991, 1994) SERVQUAL model conceives of...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
School of Social, Development and Environmental Studies, Faculty of Social Science and Humanities, Universiti Kebangsaan Malaysia
2016
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| Online Access: | http://journalarticle.ukm.my/10324/ http://journalarticle.ukm.my/10324/ http://journalarticle.ukm.my/10324/1/5x.full-geo-mei16-azmanismail-edam.pdf |
| Summary: | Although conceptually viewed as abstract and elusive service quality is an important ingredient in quality
management, marketing and organizational studies as evidenced by the appearance of various models dealing with
it. The Parasuraman et al. (1985, 1988, 1991, 1994) SERVQUAL model conceives of effective service quality as
comprising five core components: tangibility, reliability, responsiveness, assurance and empathy. This study was
conducted to measure the relationship between service quality, customer satisfaction and customers’ loyalty. Selfreport
questionnaires were used to collect data from customers who received treatments at the armed forces health
organizations in Peninsular Malaysia. The outcomes of SmartPLS 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. Nevertheless, future research in this field should consider exploring further individual similarities and
differences in influencing the implementation of service quality by organizations, other research designs that can
better describe the patterns of change and the direction and magnitude of causal relationships amongst variables of
interest, the need for more diverse organizations to be involved, other specific technical and environmental qualities
as an important link between service quality and many aspects of customer outcomes, and the use of a larger sample
sizes. |
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