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Literature Review: Customer Satisfaction and Service Quality

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Added on  2020-03-16

Literature Review: Customer Satisfaction and Service Quality

   Added on 2020-03-16

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Running head: LITERATURE REVIEW: CUSTOMER SATISFACTION AND QUALITY SERVICES 1Literature Review: Customer Satisfaction and Service QualityStudent’s nameInstitutional affiliation
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LITERATURE REVIEW: CUSTOMER SATISFACTION AND QUALITY SERVICES 2Literature Review: Customer Satisfaction and Service QualityIntroductionThe measurement of service quality has proved crucial because it is beyond customer satisfaction. Measuring the subjective elements has attracted the attention of many scholars asthey focus on the service quality. According to the findings of some researchers, it is possibleto rate the delivered services depending on the expectations[ CITATION Tua141 \l 1033 ]. Nonetheless, there are important elements of services need to be analysed and defined. For a service industry to guarantee an assurance, it has to offer reliable services. Reliability focuseson the ability of an organization or individual to deliver the services to customers as promisedaccurately and consistently. With the analysis of some author Pascal (2016), the service providers or the employees must have the relevant knowledge and politeness thus builds the trust and confidence required in the industry[ CITATION Pas16 \l 1033 ]. This literature review uses the following framework to define the relationship between reliability, guarantees and assurance in building customer confidence by reviewing the findings in different studies.2.0 RELIABILITY (RE) AND GUARANTEE (GU) = ASSURANCE (REGU)Reliability is the ability of an organization, business, or individual to deliver quality services or product as promised accurately and promptly[ CITATION Pas16 \l 1033 ]. In their report “To Keep Your Customers, Keep it Simple,” Spennner and Freeman recognized that marketers must understand the significances of their customers[ CITATION Spe12 \l 1033 ]. In the fitness industry, reliability is important in determining customer satisfaction. However, it has never acted in isolation because it depends on other drivers to achieve the customer satisfaction. In a quantitative survey conducted by Yee, Yeung, and Ma, fitness club identified reliability is important in maintaining the club’s competitive edge[ CITATION Yee13 \l 1033 ]. To these scholars, service environment, physical environment, and psychological environment can enhance customer satisfaction. In fact, without this factor, the framework
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LITERATURE REVIEW: CUSTOMER SATISFACTION AND QUALITY SERVICES 3would be incomplete. Therefore, this review explains the reliability and how it helps fitness industry based on the framework.2.1 Relationship between GUARANTEE and ASSURANCEGuarantee and assurance bear positive relationship in the hospitality industry. For instance, the customers expect the hotel to guarantee them quality services that can promote repeat visits and referrals[ CITATION Gao14 \l 1033 ]. This dimension exhibits the exemplary degree of assurance. For instance, the dimension of service quality shows difference in reviewing the opinion of customers based on the type of hotel they attend. Responsiveness, empathy, tangibility, and reliability influence the pricing strategy of an organization. When a hotel is responsive and empathetic, it assures customers of a healthier and safer environment. Importantly, the tangibility of the services is critical for customers. Although services are intangible, the customer perspectives find the dimension necessary. The low-price guaranteescan also influence assurance dimension[ CITATION Gao14 \l 1033 ]. Therefore, guest satisfaction has guaranteed guest retention. The employers have to guarantee the welfare of workforce to maximize their performance. 2.2 Relationship between HOSPITALITY (HO) AND ASSURANCE (REGU)In the service industry, reliability of the service quality shows how the organization is performing its promised services accurately within the defined quality parameters. It justifies the relationship between customers and the organization. Without a doubt, the findings of Gunarathne show reliability as the first hand impression[ CITATION Ume14 \l 1033 ]. In fact, in most cases, customers in a gym or fitness industry would wish to understand or know the reliability of the supply in fulfilling the set requirements. Additionally, the service quality focuses on the customer’s final impression relative to the organization. In most cases, customers value fitness clubs with quality services as superior. It is a form of attitude based on the overall evaluation of the services offered[ CITATION Spe12 \l 1033 ]. It is a function of
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