Managing International Business

Running head: MANAGING INTERNATIONAL BUSINESS
Managing International Business

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Table of Contents
Chapter 2 Literature review...................................................................................................................4
2.0 Introduction.................................................................................................................................4
2.1 Service Quality............................................................................................................................4
2.2 Perceived Value.........................................................................................................................13
2.3 Customer Satisfaction................................................................................................................19
2.4 Customer Loyalty......................................................................................................................21
Chapter 3 Research Methodology........................................................................................................24
3.1 Introduction of research methodology.......................................................................................24
3.2 Epistemology for methodology..................................................................................................25
3.3 Selected research methodology..................................................................................................28
3.4 Sampling approach....................................................................................................................28
3.5 Research methods......................................................................................................................29
3.6 Format of questionnaire (refer to appendixes)...........................................................................30
3.7 Data analysis..............................................................................................................................31
3.7.1 Data clean...............................................................................................................................31
3.7.2 Reliability test.........................................................................................................................31
3.7.3 Validity test............................................................................................................................32
3.7.4. Perform 4 assumptions of regression analysis........................................................................32
3.8 Research Ethics..........................................................................................................................33
3.9 Research limitations...................................................................................................................34
3.10 Chapter Summary....................................................................................................................35
Chapter 4 Analysis: Findings and Discussions....................................................................................35
4.1 Report of the Results.....................................................................................................................35
4.2 Validity and Reliability Test......................................................................................................35
SERVICE QUALITY..................................................................................................................35
PERCEIVED VALUE.................................................................................................................35
CUSTOMER SATISFACTION..................................................................................................36
CUSTOMER LOYALTY............................................................................................................36
4.3 Descriptive Statistics............................................................................................................36
SERVICE QUALITY..................................................................................................................36
PERCEIVED VALUE.................................................................................................................37
CUSTOMER SATISFACTION..................................................................................................38
CUSTOMER LOYALTY............................................................................................................38

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4.4 Assumption Tests.................................................................................................................39
SERVICE QUALITY..................................................................................................................39
PERCEIVED VALUE.................................................................................................................39
CUSTOMER SATISFACTION..................................................................................................40
CUSTOMER LOYALTY............................................................................................................41
4.5 Regression Analysis.............................................................................................................41
SERVICE QUALITY......................................................................................................................41
PERCEIVED VALUE.................................................................................................................43
CUSTOMER SATISFACTION..................................................................................................44
CUSTOMER LOYALTY............................................................................................................45
4.6 Discussion of the Results...........................................................................................................47
Service quality.................................................................................................................................47
Perceived value................................................................................................................................47
Customer satisfaction......................................................................................................................48
Customer loyalty.............................................................................................................................48
Chapter 5 Conclusions and Recommendations....................................................................................49
5.1 Comprehensive Summary..........................................................................................................49
5.2 Recommendations.....................................................................................................................50
5.3 Research Limitations and Suggestions for Further Research.....................................................52
References...........................................................................................................................................53
Appendix.............................................................................................................................................66
QUESTIONNAIRE.........................................................................................................................66
SECTION A – DEMOGRAPHIC OF RESPONDENT...............................................................66
SECTION B – QUESTION FOR DATA COLLECTION...........................................................66
Table 1: Reliability Statistics...............................................................................................................36
Table 2: Reliability Statistics...............................................................................................................36
Table 3: Reliability Statistics...............................................................................................................37
Table 4: Reliability Statistics...............................................................................................................37
Table 5: Descriptive Statistics of service quality.................................................................................37
Table 6: Descriptive Statistics of perceived value...............................................................................38
Table 7: Descriptive Statistics of customer satisfaction.......................................................................39
Table 8: Descriptive Statistics of customer loyalty..............................................................................39
Table 9: Correlations between service qualities...................................................................................40
Table 10: Correlations between perceived value.................................................................................40
Table 11: Correlations between customer satisfactions.......................................................................41

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Table 12: Correlations between customer loyalties.............................................................................42
Table 13: Regression Analysis of service quality................................................................................42
Table 14: Regression Analysis of perceived value..............................................................................44
Table 15: Regression Analysis of customer satisfaction......................................................................45
Table 16: Regression Analysis of customer loyalty.............................................................................46

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Chapter 2 Literature review
2.0 Introduction
This literature review for this report involves customer satisfaction and service quality in the
context of the general insurance market. Underinsurance industry, service is a significant part
of a company and completely indispensable because it has no authentic products for customer
to make a comparison. As such, service quality would be a component of the measurement
technique for consumer evaluation. The hypothesis for this chapter would be the
convenience, service quality, perceived value, customer loyalty and customer satisfaction
(Siami, Sahar & Gorji, Mohammadbagher, 2011).
Figure 2 - The conceptual framework
2.1 Service Quality
As per the view of Chow-Chua & Lim (2000), under the insurance industry, offering
professional service is one of significance part. The service quality would be affecting
consumer profits. Along with this, customer satisfaction and loyalty may influence service
quality. Customer satisfaction and loyalty can encourage consumption and thus it may affect
whether the company is competent to sustain at the marketplace. In current times, service
quality is not only a significant part for the insurance and banking sector but to most of the
service industry.
In contrast to this, Zeithaml Berry & Parasuraman (1996) stated that the SERVQUAL model
involves reliability, responsiveness, assurance, empathy and tangible. Moreover, quality of
service as general comprehension of the client as well as, suitability for unfitting associated
with organization and services are illustrated. Along with this, quality of service obtained as

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international justice and higher extent of attitude is depending on service offered are
illustrated and have observed that judge on quality service illustrates the difference among
route customer expectations and views. Cronin Jr & Taylor (1992) opined that quality is
generally illustrated as those product features and fitness for use that attain the requirement of
customers as well as, thereby offers the higher extent of customer satisfaction in Singapore
insurance industry. The tendency with respect to demonstrating services as well as, quality
has a significant component in the service industry like the insurance industry. Since, service
quality is significant to sustain and profit making of the company, then it may influence
customer satisfaction as well as, motivation after shopping favorably.
In opposed to this, Tsoukatos & Rand (2006) evaluated that customer satisfaction has
affected the tendency with respect to shopping favorably. Service quality and customer
satisfaction are considered as vital affairs in a high service industry nowadays. In addition,
quality of service as general comprehension of client and suitability of inappropriateness
relative to their company and services are illustrated.
Hsu & Petchsakulwong (2010) discussed that the quality of services are received as superior
attitudes and the international judge is relied on service offered. It is observed that the judge
on quality services exhibits the difference among order and route customer expectations and
views. But, while it is related to particular service attributes and dimension as a wide
category of model and structure presented and there is different research on service quality
measurement in different industry aspects. In specific, traditional aspects and measures of
customer satisfaction and service quality has been questioned in business to business
atmospheres.
On the other side, Eckardt (2007) stated that service quality can have a different meaning in a
diverse context. There are different scholars who have illustrated the service quality as per
several theoretical assumptions. For illustration, quality is illustrated as an overall impression

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of customers related to the superiority and inferiority of the company and its services. It is
assessed that perceived service quality is examined as the global judgment and attitude
associated to the superiority of service and observed that the judgment on service quality is a
demonstration of degree as well as, the direction of discrepancy among perceptions and
expectations of customers.
As per the view of Joseph Stone & Anderson (2003), there is five dimensions of service
quality scales such as reliability, empathy, response capabilities, feelings and ensures. It is
widely spread within a various organization has been practiced. Along with this, the
SERVQUAL model depicts the customer scale regarding sufficient quality and value
measure. This literature is highly rich with respect to model, definition, dimension and
measurement concerns in service quality that is supported by the several empirical studies
through different service-related application sectors. In opposed to this, Crosby & Stephens
(1987) examined that some of the contemporary definition regarding service quality from the
literature were provided in this research. The SERVQUAL scale is intended to assess the
service quality observed by participants from different service categories such as long-
distance telephone, insurance, security brokerage, maintenance firm, credit cards, and
appliance repair.
Dimension Explanation
Tangibles Equipment, Physical facilities, as well as,
appearance related to personnel
Reliability Competency to perform the promised
service reliably and correctly
Responsiveness Willingness to support the customers as
well as offer the prompt service.
Assurance Considerate and courtesy of workforces

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and their competency to inspire, trust with
confidence
Empathy Caring, individualized attention regarding
the firm facilitates its consumers
(Rajapathirana & Hui, 2018).
As per the view of Nguyen Nguyen Nguyen & Phan (2018), service quality relies on the
comparison related to the expectation of customer with perceptions related to service actually
obtained. The author has developed SERVQUAL and five scale dimension representing the
reliability, tangible, assurance, empathy and responsiveness in the Singapore insurance
industry. Service is procedures, performance as well as deeds. The definition shows that
service in the insurance industry is not a tangible object that could be touched or felt that
distinguishes service through tangible products. It also focuses on a different fundamental
feature of services such as heterogeneity, intangibility, simultaneity as well as, perishability.
On the other side, Ryals & Payne (2001) opined that intangibility recommends that services
are related to performances that are experienced through consumers. Perishability
demonstrates that a service could not be created and stored for use in potential time.
Heterogeneity defines that the performance of producer as well as the perception of the
customer is different from customer to customer, day to day, and producer to producer. Thus,
services could be related to the inherent variable as well as, lack of consistency.
According to Naik Gantasala & Prabhakar (2010), simultaneity defines the production of
services create in the same manner as consumption. Therefore, the customer cannot judge the
product quality prior to practicing it. Although service can tend to be intangible in the
environment, the tangible concept of Service Company has a critical role in providing the
service product with experience.