| Summary: | 碩士 === 義守大學 === 管理學院管理碩博士班 === 102 === Purpose of study: This research aims to research and analyze about the role of service quality for creating customer satisfaction in the company. We want to find out the gap between expectations and perceptions through the customer point of view. Moreover, we also search for the answer of the real effects of features of service on the overall quality of service at Ha Giang Company.
Methodology: To analyze the result we use the SERVQUAL- model statements. We measure customer expectations and customer perceptions and make a comparison between different areas of service.
Moreover, this study also applies a linear regression to examine the effect of service feature on overall quality at Ha Giang Company.
+ Dependent variable: Gap 5 refers to difference between expected service and perceived service
+ Independent variables: Gap 1: This gap refers to between customer expectations and those perceived by management to be the customer’s expectations. Gap 2: The gap refers to the difference between management’s perception of consumer expectations and the firm’s service quality specifications. Gap 3: This gap refers to difference in expectation and perceived in service quality specifications and service delivery. Gap 4: This gap refers to difference in expectation and perceived in service delivery and external communication.
Data: Through a survey including 100 respondents (45 males and 55 females) who are customers living in Ha Giang Province where the Company provides services.
3/ Results: Firstly, there is a big gap between expectations and perceptions from the view of customers in term of service features provided by the Company. That means that the expectations are higher than the perceived service quality. The current service provided at Ha Giang Company is not as good as the realistic expectations.
Secondly, we found positive links between the four features (tangible, reliability, assurance, and responsiveness) and overall quality of service (empathy) at Ha Giang Company.
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