A Quantitative Study of Service Quality within Cardiff Metropolitan
Cardiff Metropolitan University
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Over the last few decades, service quality has grown in its importance through the eyes of organisations and researchers. Many people now believe that service quality influences an organisations performance in several different ways including improving customer satisfaction, developing loyalty, changing the perceived value of products and lowering costs (Parasuraman, Zeithaml and Leonard, 1985; Cronin and Taylor, 1992; Harris and Goode, 2004 etc.). Since Gronroos 1984 there has been a vast amount of research conducted into service quality and surrounding areas such as loyalty and satisfaction, although this has primarily been in the private sector. The research of service quality is now also being linked with other factors; this can be seen for example in the five-dimension scale of service quality, perceived value, loyalty, satisfaction, and their relationship to consumer trust that reflects Harris and Goode’s [The four levels of loyalty and the pivotal role of trust: a study of online service dynamics, 2004] conceptualisation of a sequential loyalty chain is proposed, operationalised, and tested. Furthermore, through building on pre existing literature into service quality, perceived value, satisfaction and trust an understanding of service quality in the private sector is proposed and tested. Keywords: Loyalty, Trust, Satisfaction, Perceived value, Service quality.
BA (Hons) Business and Management with Finance
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