Difference of Service Quality in University Kuala Lumpur's Cafes

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The study was conducted to examine the difference of service quality of the cafes at University Kuala Lumpur (UniKL), Malaysian Institute of Industrial Technology (MITEC) campus using a sample of 29 usable questionnaires gathered from bachelor and diploma students of UniKL MITEC itself. The outcomes of hierarchical regression analysis showed six important findings; the price of the food for both cafes, the foods taste, the cleanliness of the cafes, worker attitude with the customer, the variation of the foods and the time services. This result confirms that perceive value does act as a partial mediating variable in the service quality models of the organizational sample. In addition, implications and limitations, as well as directions for future research are elaborated.

Service quality and customer satisfaction are inarguably the two core concepts that are at the crux of the marketing theory and practice (Spreng & Mackoy, 1996). In today’s world of intense competition, the key to sustainable competitive advantage lies in delivering high quality service will in turn result in satisfied customers (Shemwell et al., 1998). Therefore, there is not even an iota of doubt concerning the importance of service quality as the ultimate goal of service providers throughout the world (Sureshchandar et al., 2002). In an era of global competition; many organization have now shifted the paradigm of service quality to customer’s perspective (Parasuraman et al., 1985). Rely on this paradigm; a customer will judge the quality of service features may increase retention and loyalty (Alexandris et al., 2002), thus lead to increased organizational competitiveness (Shemwell et al., 1998).

Service quality has been defined as a form of attitude- along-run overall evaluation (Zeitham, 1998; Parasuramanetal., 1988). Perceived service quality portray a general; overall appraisal of service, i.e. a global value judgement on the superiority of the overall services and it could occur at multiple levels in an organization (sureshchandar et al., 2002). Many scholars such as Parasuraman et al., (1988), Juwaheer and Ross (2003) and walker et. Al., (2006) highlight that reliability, responsiveness; assurance and empathy are the most important service quality characteristics. Reliability is frequently seen as the ability of service provider to implement promised service dependably and accurately (Wong & Sohal, 2003). Responsiveness is often defined as the willingness of service provider to provide service quickly and accurately (Johnston, 2006). Assurance refers to credibility, competence and security in delivering services (Juwaheer & Ross, 2003). Empathy is related to caring, attention and understanding the customer needs when providing service.

Extant research in this area shows that properly implemented such service quality characteristics have a significant impact on customer satisfaction (Gronroos, 1984; Parasuraman et al., 1998; Walker et al., 2006). In a quality management context, customer satisfaction is often denied as a result of comparison between what one customer expects about services provided by a service provider and what one customer receives actual services provided by a service provider and what one customer receives actual services by a service provider (Caruana et al., 2000; Parasuraman et al., 2988; Walker et al., 2006).

Interestingly, a thorough review of such relationship reveals that effect of service quality characteristics on customer satisfaction is indirectly affected by perceive value (Caruana et al., 2000; Varki & Colgate, 2001). Perceive value is considered as customer recognition and appreciation the utility of a product that is given by a service provider which may fullfil his/her expectation (Foster, 2004; Heininen, 2004; Walker et al., 2006). In a service management context, the ability of an organization to use reliability, responsiveness, assurance and empathy in...
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