Literature Review Literature On Service Quality

Service quality is referred to a valuation of how good a delivered service meets the customer’s expectation. Upper management

Service quality is one area which was studied extensively for the past four decades. In the field of service marketing, there are many definition for service quality. Parasuraman et al, (1988) defines service quality as a discrepancy between customers’ expectation and perception of a service or service experience and this is basically the perceived service quality. Based on this concept, Parasuraman et al. (1985), developed a model known as the SERVQUAL. The SERVQUAL model is based on 22-item scale and it measures service quality based on five dimensions which are reliability, responsiveness, tangibility, assurance and empathy. According to Parasuraman et. al (1985) these five dimension are generic and they are applicable across the industries. However, there are some critics to this model also such as Gronroos (1990) and Mangold and Babakus (1991) who opines that SERVQUAL solely focuses on the service delivery process while neglecting the outcome of the service. Interestingly, the inventors of SERVQUAL suggested the importance of both the functional and technical aspect of service quality in the model (Parasuraman et.al, 1985). However, they didn’t include the technical aspect but it in the instrument. The emphasis on the functional aspect is basically the American school which was

Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66 (1), 33-55.

This chapter discusses literature review of theories and models and conceptual framework which is evidence of the study variables - Quality of service and customer satisfaction. The definition of Service, quality, customer satisfaction, the concept of quality of service, and the relationship between service quality and customer satisfaction is briefly discussed.

Source : Adapted from A. Parasuraman, Valerie Zeithaml, and Leonard Berry, “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, 49 (Fall 1985)

Customer satisfaction and service quality are the two important components that direct anyone’s attention in every concept related to marketing, services, etc. (Spreng and Mackoy, 2006). In today’s competitive era, the success lies in

Service quality is defined as the procedure where an organization meets the customers/clients expectations and challenges. This step is taken by the company to improve the quality and needs of customers.

The quality of service is the ability of the company to provide something that is beneficial to the customer and can deliver something that is in line with the customer's expectations so that it will create a feeling of pleasure and feel comfortable to the customer (Ali Hasan, 2004: 91; Parasuraman, Zeithaml, and Berry in Muhammad Adam (2014: 13), Tjiptono (2001: 165) in Ni Made Sugiarthi, et al (2012))

Service quality has become a main idea for student academic to study in many industries especially in hospitality industry. In Wilson et al (2008), service can be discussed in the terms of below four characteristics:

Commence with the concept of service quality, satisfaction is an substantial idea which known as noted value to comply with customer expectation (Edvardsson 1998). Therefore, it is needed satisfaction measurement in perceiving quality of service whether for customer or non customer perception (Fellesson and Friman 2008). Moreover, converting satisfaction into qualitative

The fast food restaurant industry is highly competitive nowadays. It provides the same kinds of food around the world. Customers feel satisfied with short waiting time and low prices. And to guarantee the high quality services, it is important for companies to have an effective internal control of the restaurant. Yoshinoya, as one of the largest Japanese restaurant chain and global brand with more than 1,400 worldwide locations, announced four new restaurant openings in their core U.S. market of California, Texas and New York. In order to stay competitive in the market, Yoshinoya hired the professional consulting group to provide advice of how to improve service quality. This white paper will examine the operations of

Specifically, another potential dimension, recovery, is incorporated into the SERVPERF instrument. After establishing sufficient reliability and validity of this instrument, we proceed with the second objective – to examine the relationship among service quality, food quality, perceived value, customer satisfaction, and behavioral intentions. The organization of this paper includes another five sections. The theoretical foundation of perceived service quality and its dimensions are reviewed in the next section, followed by the research methodology including the development of the instrument. Then, the data analysis and findings of this study are presented, followed by the conclusions and managerial implications. The paper concludes with a section on the limitations of this work and potential future research. 2. Theoretical foundation The importance of service quality is substantially addressed in the fast-food management literature. Superior service leads to satisfied and loyal customers whose continued patronage is essential to the success of FFRs. Conversely, poor service quality increases customer dissatisfaction and the likelihood that customers dine at a competitor’s FFR and/or become an active champion in persuading others to go elsewhere (Gilbert et al., 2004). Hence, it is crucial for service managers to understand how customers perceive the service they provide, and what components might determine

Service quality represents a fundamental aspect of delivery, which strongly influences consumer satisfaction and, as a result, loyalty. In today’s global market a customer’s service expectation has to be met and exceeded eventually in order to retain customers as well as achieve success. Perceived quality of a product or a service is becoming one of the major competitive factors in the business world and has led to the innovation of the ‘Quality Era’ (Peeler, 1996). In simple words, the comparison of customer expectations with service performance is service quality. On the other hand, customer satisfaction is defined as a pleasurable fulfilment response toward a good, service, benefit, or reward (Oliver, 1997). Both of these

Innovation in the service provided to the customers should be planned and carry out to maximize the business performance. The improvement in customer service (CS) for airlines business can be linked with the measurements of service quality like tangible features (TF), schedule, services provided by ground staff (GS) and flight attendants (FA), online services (OS), food services (FS) and level of passenger conciliation. According to Brown (1991), service quality (SQ) is difficult to define because of the intangible nature of the service offering. The definition of quality may differ from situation to situation and from person to person. In this study, CS towards SQ was focused on Air Asia Malaysia. By applying the measurements of SQ like TF, schedule, services provided by GS and FS, OS, FS and level of passenger conciliation, the researchers have identified the dimension of SQ that affects the CS. This dimension serves as the most critical dimension for Air Asia. By conducting this study, the information and results have practical implications for Air Asia’ managers as they can allocate company resources to make improvement for CS.

Zeithaml (1987) defines perceived quality as “the consumer's judgment about an entity's overall excellence or superiority". Stevens and et al (1995) describe it as, "perceived service quality is a function of the interaction among three independent variables: normative expectations, predictive expectations, and actual service quality. The lower the expectations the consumers have about what should happen, the better their perceptions of the actual service. And the higher their expectations about what will happen, the better their perceptions of the actual service". Whereas, Oliver (1981) gives the definition of satisfaction as," it is the highlighted psychological state resulting when the emotion surrounding contadict expectations is coupled with the consumer's prior feelings about the consumption experience" (p.27).