Study on Impact of Service Quality on Customer - MBA Marketing

 Study on Impact of Service Quality on Customer - MBA Marketing


Introduction

Recent decades have seen an increase in the importance of the service industry, and a decline in manufacturing (Schettkat & Yocarini, 2003; Berry, Wall & Carbone, 2006). 70 percent of all OECD member countries' jobs are in the service sector, making most countries dependent on it (Berry, et al., 2006 and Gardner, 1985). Arvanitis, Kubli, and Woerter (2008) call for more research into innovative service processes. In order to differentiate their service offerings, companies are always looking for new and innovative ways to improve service quality. A competitive advantage is gained through skill exchange and customer collaboration (Sandström, Edvardsson, Kristensson, and Magnusson, 2008; Khan & Fasih, 2014). (Prahalad & Ramaswamy, 2004).

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As defined by Grönroos (1982), service quality represents the gap between a consumer's perception and expectation of a service. The ability of service providers to match expected service with perceived service in order to achieve customer satisfaction was defined by Seth, Deshmukh, and Vrat (2005). Customers' perceptions of what a company is supposed to offer and the company's actual service performance are compared in Grönroos (1982), Lehtinen & Lehtinen (1982) and Parasuraman, Zeithaml & Berry (1985). It is possible to assess service quality using the SERVQUAL scale (Khan & Fasih, 2014). The SERVQUAL scale, which has five dimensions, measures the quality of a service before and after consumption. This study was based on several articles that discussed tangibility, responsiveness, and reliability. 

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Conclusion

A revised theoretical framework was developed based on the results of this study, which is an extension of our initial theoretical framework from previous studies. This study was based on the findings of earlier studies that focused on developed countries. While the study was unable to cover the entire Liberian business community, the results are realistic to a certain extent. As a result, it's prudent to conduct additional research in order to gain a comprehensive understanding of this case study. Also, other developing market contexts, such as Liberia, may benefit from this study.

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