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Advances in Environmental Biology, 8(13) August 2014, Pages: 1261-1269
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Advances in Environmental Biology
ISSN-1995-0756 EISSN-1998-1066
Journal home page: http://www.aensiweb.com/AEB/
The Investigate Effects of Perceived Service Quality on Customer Satisfaction and
Loyalty with Regard to Mediating Effect of Customer value
1Javad
Azizi, 2Mohammad Rezaei, 3Razieh Shokrollahi, 4Fariba Shahidzaheh and 5Arash Rahimi
1
Master Student of industrial Management, Pardis Farabi, Tehran University, Iran
Master of marketing Management, Shahid Beheshti University, Tehran, Iran
3
Master Student of Executive Management, Pardis Farabi, Tehran University, Iran
4
Master Student of Management information system , Pardis Farabi, Tehran University, Iran
5
Master Student of Executive Management, Islamic Azad University, yasuj Branch
2
ARTICLE INFO
Article history:
Received 25 July 2014
Received in revised form
8 August 2014
Accepted 2 November 2014
Available online 13 November 2014
Keywords:
Perceived service quality, satisfaction,
loyalty, customer value.
ABSTRACT
Perceived service quality is the important factors which affect customer behaviors, and
they guide and decide the customers‟ attitudes and behaviors on the products or the
services. In this article, the relationship between Perceived service quality, value,
satisfaction and loyalty in customer is investigated. The aim of the research is to
examine the effect of Perceived service quality on satisfaction and loyalty between
customers of saman bank in Tehran city. The research method is a descriptive survey.
The statistical population consists of Customers the of saman bank in tehran city in iran.
The sample included 260 customers, which were selected randomly. Data have been
collected by a researcher-developed questionnaire and sampling has been done through
census and analyzed using SPSS and PLS. The validity of the instrument was achieved
through content validity and the reliability through Cronbach Alpha and composite
reliability. the study finds out some interesting results: (1): Perceived service quality is
positively associated with Customer value, (2): Perceived service quality is not
positively associated with Customer satisfaction, (3): Perceived service quality is
positively associated with Customer loyalty, (4): Customer value is positively
associated with customer satisfaction, (5): Customer value is not positively associated
with customer loyalty and finally (6): customer satisfaction is positively associated with
customer loyalty. with regard to results, In an service companies can increase customer
loyalty directly by improving the Perceived service quality and customer value.
© 2014 AENSI Publisher All rights reserved.
To Cite This Article: Javad Azizi, Mohammad Rezaei, Razieh Shokrollahi, Fariba Shahidzaheh and Arash Rahimi, The Investigate Effects
of Perceived Service Quality on Customer Satisfaction and Loyalty with Regard to Mediating Effect of Customer value. Adv. Environ.
Biol., 8(13), 1261-1269, 2014
Introduction and statement of the problem:
Customers have higher expectations for products and services with the rapid technological development and
emerging new products. At the same time, customers have more choices for products because they acquire more
and more information and knowledge than before. The service sector is playing an increasingly main role in the
economy of countries in the world. The importance of service and service research has been stressed in the
research priorities recently set by Ostrom et al. [34]. One of the challenges faced by service corporations is a
growing competition as well as increasing customer expectations [52,8]. These changes in market force
corporations to really understand and establish competitive strategies for long-term business success and
customer satisfaction. In this respect, measurement of service quality has played a crucial role for enhancing and
improving customer satisfaction in service corporations.
In the academic world, there is a wealth of research conducted to address deference issues in service
marketing, including consumer behavior towards services [45,21,11]. Particularly, several studies have
attempted to identify the determinants of customer satisfaction and loyalty in deference service industries [37].
The concepts of service quality and service satisfaction have been highly considered and used in marketing
articles and activities, during last decades. The conceptualisation of service quality, its relationship to the
satisfaction and value constructs and methods of evaluation, have been a central theme of the bank sector over
recent years.
Enhancing customer loyalty has become a popular topic for managers, consultants, and researchers. The
arguments in support of loyalty are simple to understand. Loyal customers are reported to have higher customer
Corresponding Author: Javad Azizi, Master Student of industrial Management, Pardis Farabi, Tehran University.
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Javad Azizi et al, 2014
Advances in Environmental Biology, 8(13) August 2014, Pages: 1261-1269
retention rates, commit a higher share of their category spending to the firm, and are more likely to recommend
others to become customers of the corporation [39,54].
The purpose of this research is investigate the effect of Perceived service quality on the costumer
satisfaction and loyalty in saman bank in tehranwith regard to Mediating Effect of customer value.
Perceived Service Quality:
many studies have been dedicated to defining service quality in the service industry. Various scholars have
suggested a number of dimensions of quality service. It was suggested that service quality comprises of three
dimensions, namely the technical quality of the outcome of the service encounter, the functional quality of the
process itself and the corporate image. Following this, service quality was defined as a three-dimensional
construct consisting of interactive, physical and corporate quality dimensions [28].
Customer perceived service quality can be defined as a global judgment or attitude relating to the
superiority of a service relative to competing offerings [36]. Over the past decades, numerous scolars have
sought to uncover the global services attributes that contribute most significantly to relevant quality assessments
[40,35,38]. Among them, the Parasuraman et al [35] work has been regarded as most prominent, which revealed
under dimensions:(1) tangibles; (2) reliability; (3) responsiveness; (4) security; (5) access.
Quality means meeting the requirements of customer. All service have to be aimed at meeting the customer
requirements by eliminating non quality traits [42]. Parasuraman et al [36] unambiguously support the notion
that service quality, as perceived by customer, stems from a comparison of what they feel service firms have to
offer with their perceptions of the performance of firms providing the services. Service quality from the
provider‟s perspective means the level to which the service‟s features conform to the firm‟s specifications and
requirements. From customers perspective, service quality means how good the service meets or exceeds
expectations [15].
Owing to services characteristics, firms must rely on customers‟ perceptions of service quality to identify
strengths and/or weaknesses and design appropriate strategies. It is argued that service quality is viewed as
being more closely linked to the actual service provision and, thus, is multidimensional by nature [19].
Customer Satisfaction:
Customer satisfaction becomes important in retaining customers. Customer satisfaction is also an main
antecedent of behavioral loyalty and actual behavior [32]. It is generally believed that satisfaction leads to repeat
purchases and recommendations to another consumer, which are the main indicators of loyalty.
Satisfaction is a person‟s feeling of pleasure or disappointment resulting from companing a products
perceived performance in relation to expectation , if the performance or expectations fall short, the customer is
dissatisfied, if the performance matches the expectations, the customer is satisfied if the performance exceeds
expectationn, the customer its highly satisfied [26].
Over the years, numerous definitions of satisfaction have been used in the marketing discipline. Giese and
Cote (2000) conclude that the wide variation in defining the construct of satisfaction is best reconciled in their
definition of satisfaction as “a summary affective response of varying intensity with a time-specific point of
determination and limited duration directed toward focal points of product acquisition and/consumption.” We
conceptualize satisfaction as a customer‟s overall evaluation of a product or service in terms of whether that
product or service has met their needs and expectations.
Customer satisfaction is a key factor in formation of customer‟s desires for future purchase [29].
Furthermore, the satisfied customers will probably talk to others about their good experiences. This fact,
especially in the Middle Eastern cultures, where the social life has been shaped in a way that social
communication with other people enhances the society, is more important [20].
Customer satisfaction is fundamental to the marketing concept, which holds that satisfying customer needs
is the key to generating customer loyalty. Customer satisfaction generally means customer reaction in the
context of the state of fulfilment, and customer judgment of the fulfilled state [33]. It is defined as an overall
positive or negative feeling about the net value of services received from a supplier [50]. Kotler (2000)
described satisfaction as a person‟s feeling of pleasure or disappointment resulting from comparing a product‟s
perceived performance (or outcome) in relation to their expectations. Now we consider the construct of
satisfaction in the online context. Anderson and Srinivasan [3] defined electronical satisfaction as the
contentment of the customer with respect to their prior purchasing experience with a given electronic commerce
firm.
Customer Loyalty:
Considering that customer loyalty is a key factor for business success in a competitive market, companies
should find out how to increase and sustain it in the long-term.Many service organizations have developed
customer loyalty programs as a part of relations development activities. Customer loyalty is a complicated
concept. Oxford Dictionary defines loyalty as a state of true to allegiance. But the mere repeated purchase by
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customers has been mixed with the above mentioned definition of loyalty. In service domain, loyalty has been
defined in an extensive form as “observed behaviors” [6]. Caruana [9] argues that behavior is a full expression
of loyalty to the brand and not just thoughts.
It is at any rate remarkable that, in recent years, marketing activities in the service sector are preferably
evaluated in relation to business profitability. However, as business profitability may be influenced by many
other variables, it seems more appropriate to define the concept marketing activities more specifically when
attempting to take a thorough approach. At least two key elements stand out in the literature of marketing:
1 repeat purchases;
2 word-of-mouth [48]
Loyalty concerns itself with purchase reiteration behavior or recommendation to other people and is
activated by company marketing activities. In this sense, a key challenge is to identify and understand how
managerially controlled antecedent variables influence loyalty.
Maximising loyalty and the long-term value of customers‟ purchases is one of the most important goals of a
website [44]. Customer loyalty is complex and comprises many dimensions. Engel et al. [14] defined brand
loyalty as the preferential, attitudinal and behavioural response toward one or more brands in a product category
expressed over a period of time by a consumer. In addition, Oliver [33] distinguished four phases of loyalty: (1)
cognitive loyalty; (2) affective loyalty; (3) conative loyalty or behavioural intention; and (4) action loyalty.
It is currently accepted that loyalty includes two dimensions: attitudinal; and behavioural [32,54,10,24].
Attitudinal loyalty indicates a higher-order, or long-term and psychological commitment of a customer to
continue a relationship with a service provider [12,9,43]. Behavioural loyalty is defined as repeat patronage,
meaning the proportion of purchases of a specific brand [31,24]. However action loyalty is too difficult to
observe and measure, so research tends to employ the conative or behavioural intention to measure customer
loyalty [51].
Customer Value:
According to the change of market situation, several of new marketing methods have emerged since the
1970s: from product-centric and simply product quality-focused to “customer-oriented”, and then the proposal
of the concept of customer value until the 1990s. Viewed through the development track, customer value is the
historical continuity of customer satisfaction and customer loyalty, and it has pushed the marketing theory to a
new stature. Porter believes that the competitive advantage is brought by the value created by companies for
customers and customer value is considered to be a new source of competitive advantage. Although the
significance of customer value is widely recognised, research about customer value is quite fragmented and
there is no clear definition of the concept. However, the definition of customer value in marketing theory has not
yet unified, and different scholars have different views on customer value. The followings are some
representative and influential definitions:
- utility value theory regarded customer value as the comprehensive formation of material „serveceability‟ of
a natural property, subjective „needs‟ of a psychological attribute and a useful number of items of „scarcity‟ of a
social attribute.
- Liu Dianyan (2002) brought forward a triangle proposition of customer value about product quality of
consumer expectations, service quality and value-based price, etc.
-
Customer value was market perceived quality which customers obtained relative to product price. [17].
- Customer value is a strategic weapon in attracting and retaining customers and has become one of the most
significant factors in the success of both manufacturing businesses and service providers [17,56,55,50].
- Zeithaml [53] considered value to be the customer‟s overall assessment of the utility of a product based on
the perception of what is received and what is given.
Value creation in business relationships has gained a lot of attention in the marketing literature in the last
decade, and of course the notion of value has been described in the literature [13,16]. Typically, most definitions
focus on the economic and various non-monetary outcomes of the exchange and the process surrounding it.
Furthermore, the bulk of the literature conceptualises customer-perceived value as the subjective perception of
the trade-off between sacrifices and benefits related to the exchange and relative to the competition [16,46,23].
The Characteristics of Customer Value:
The customer value has such attributes as follows:
- Interaction of customer value: Customers perceive corporations and their services will also affect the
perception and understanding in customers.
- Dynamic of customer value: The value that customers perceived from the service or product may be change
in long term.
-
Individuation of customer value: as a level of psychological feeling, is likely to be subjective
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- Diversity of the factors affecting customer value: The factors comprise service or product quality and price
and distribution, and et al, will affect different influences on customer value
A Literature:
- Boustani et al [7] in research with title "the impact of Perceived service quality on satisfaction and customer
loyalty: the mediating effect of customer value" investigated relation between Perceived service quality,
satisfaction, loyalty and customer value and conclused that Perceived service quality variables has an efficient
role in customer value and indirectly influence in the customer loyalty.
- Segoro [41] in article with title "The Influence of Perceived Service Quality, Mooring Factor, and
Relationship Quality on Customer Satisfaction and Loyalty" investigated relation between customer satisfaction,
customer Loyalty, Perceived service quality, Mooring Factor and Relationship Quality. The research result
proved that the customer perception on service quality and relationship quality have positive correlation with
mooring factors. Then, the perception on service quality has positive direct influence customer satisfaction. On
the other hand, mooring factors and relationship quality does not have direct influence customer satisfaction.
However, mooring factors is proven to be moderating variable of service quality and relationship quality to
customer satisfaction and has positive relationship. Moreover, the customer perception on service quality,
relationship quality, and customer satisfaction has positive direct influence the customer loyalty.
- Research in different industries have investigated the relationship between service quality (its dimensions)
and customer satisfaction – telecommunications [49]; restaurants [18]; hospitals [2]; hotel services [47]; travel
agencies [6]; internet services [22]; multiple industries [5].
- Various studies have been conducted in similar area, where in banking service quality dimensions have
been tested as predictors of customer satisfaction [27,30]. In case of automated banking service quality
dimensions have been found to affect customer satisfaction [1].
- Service quality and customer satisfaction have been recognized as the main antecedents of customer
loyalty. [19]. In fact, the dominant literature also suggests that quality is the main antecedent of customer
satisfaction [9]. Thus, continuously improved quality should be the focus for any company.
-
Fig. 1: Conceptual model in research.
From the above mentioned model the following main hypothesis are developed:
First hypothesis: Perceived service quality is positively associated with Customer value among customers
of saman bank in Tehran city.
Second hypothesis: Perceived service quality is positively associated with customer satisfaction among
customers of saman bank in Tehran city.
Third hypothesis: Perceived service quality is positively associated with customer loyalty among customers
of saman bank in Tehran city.
Fourth hypothesis: Customer value is positively associated with customer satisfaction among customers of
saman bank in Tehran city.
Fifth hypothesis: Customer value is positively associated with customer loyalty among customers of saman
bank in Tehran city.
Sixth hypothesis: customer satisfaction is positively associated with customer loyalty among customers of
saman bank in Tehran city.
Methodology:
The current research enjoys a descriptive-correlative design. The subjects are chosen among customers of
saman bank in tehran city. Data collection is done through random sampling. First, a group of 30 persons were
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selected from the subjects and the questionnaire distributed among them. After extracting the data from the
responses of the intended group and the variance estimate, the volume of the sample of the study was drawn by
using cookran formula. 260 customers were selected randomely as the subjects of the study and answers were
analyzed using SPSS and PLS Software. In this study, questionnaire was used as a data collection tool. The
validity of its content was ensured by using the expert consensus and viewpoints. The validity of its structure
was measured through Cronbach‟s alpha. Nunnally (1978) suggested that a minimum alpha of 0.6 sufficed for
stage of search. The Cronbach alpha estimated for total research was 0.980 and was much higher 0.6, the
constructs were therefore deemed to have adequate reliability.
Table 1: Reliability coefficient of research variables related to given hypotheses
Feature
Number of Questions
Perceived service quality
4
Customer value
5
Customer satisfaction
4
Customer loyalty
5
Total Participation
18
Cronbach‟s Alpha Coefficient
0.888
0.895
0.880
0.943
0.980
In table1 our research the reliability of the items is checked through Cronbach‟s alpha that is 0.980 which
shows that our research variables are reliable and there exists internal consistency between them.
Finding:
Descriptive data:
Table 2 Descriptive statistical data shows the relation to the customers participated to the research (n =
260). The social demographic qualification of the participants are as follows: 183 male and 77 female
participated to the research.
The educational background of the participants are; 105 people diploma, 38 people have super- diploma,78
people have Bachelor, and 39 people phd and Master degree.
Table 2: Descriptive statistics.
Percent
%70.3
%29.6
%100
% 40.3
% 14.6
% 30
% 15
%100
% 28.8
% 33
% 24.3
% 7.6
% 6.1
%100
Frequency
183
77
260
105
38
78
39
260
75
86
63
20
16
260
Female
Male
Total
diploma
super - diploma
Bachelor
PHD and Master
Total
Under 25
25 – 35
35 – 45
45 - 55
More than 55
Total
Gender
Education
Age
Table 3: Correlation Between research variables
Structural relationships in the conceptual model were tested with PLS. The maximum likelihood fitting
function was used to estimated parameters. According to the indexes it can be concluded that the model have a
relatively good fitness.
Table 3: Correlation Between research variables was examined:
Perceived service
quality
Perceived service quality
.866
Customer value
.824
Customer satisfaction
.730
Customer loyalty
.769
Customer value
.840
.816
.786
Customer
satisfaction
.862
.770
Customer loyalty
.903
In the Table 5 research Hypothesis was examined. The Information about any hypothesis Included beta, T
value and Result For each of the variables in research Hypothesis was examined. For example, in The first
hypothesis, beta is .373, T value is 6.854 and Hypothesis was Accepted:
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Table 4: Results of the best fitting model.
Hypothesis
Dependent variable
Independent variable
Perceived service quality
Customer value
Perceived service quality
satisfaction
Perceived service quality
loyalty
Customer value
satisfaction
Customer value
Customer loyalty
Customer satisfaction
Customer loyalty
Table 5: Analyzing the hypotheses of research.
Result
T
Beta
confirmed
6.854
0.373
Accept not
0.399
0.031
Accepted
2.268
0.135
Accepted
6.937
0.503
Accepted not
0.985
0.067
Accepted
3.282
0.179
Standard
Error
0.054
0.078
.059
.072
0.068
0.054
Dependent variable
Customer value
satisfaction
loyalty
satisfaction
Customer loyalty
Customer loyalty
Standard
Deviation
0.054
0.078
.059
.072
0.068
0.054
Original
Sample (O)
0.373
0.31
0.135
0.503
0.067
0.179
T Statistics
(O/STERR)
4.854
0.399
2.268
6.937
0.985
3.282
Independent variable
Perceived service quality
Perceived service quality
Perceived service quality
Customer value
Customer value
Customer satisfaction
1 hypothesis: There is a positive and significant relationship between Perceived service quality and Customer
value among customers of saman bank:
As shown in table 5, since observed beta is equal to 0.373 and T is equal 6.854, so there is a relationship
between Perceived service quality and Customer value among customers of saman bank with 95% confidence.
2 hypothesis: Perceived service quality is positively associated with customer satisfaction among customers of
saman bank in Tehran city.
As shown in table 5, since observed beta is equal to 0.031 and T is equal 0.399, so there is not a relationship
between Perceived service quality and customer satisfaction among customers of saman bank with 95%
confidence.
3 hypothesis: Perceived service quality is positively associated with customer loyalty among customers of
saman bank in Tehran city.
As shown in table 5, since observed beta is equal to 0.135 and T is equal 2.268, so there is a relationship
between Perceived service quality and customer loyalty among customers of saman bank with 95% confidence.
4 hypothesis: Customer value is positively associated with customer satisfaction among customers of saman
bank in Tehran city.
As shown in table 5, since observed beta is equal to 0.503 and T is equal 6.937, so there is a relationship
between Customer value and customer satisfaction among customers of saman bank with 95% confidence.
5 hypothesis: Customer value is positively associated with customer loyalty among customers of saman bank in
Tehran city.
As shown in table 5, since observed beta is equal to 0.067 and T is equal 0.985, so there is not a relationship
between Customer value and customer loyalty among customers of saman bank with 95% confidence.
6 hypothesis: Customer satisfaction is positively associated with customer loyalty among customers of saman
bank in Tehran city.
As shown in table 5, since observed beta is equal to 0.179 and T is equal 3.282, so there is a relationship
between customer satisfaction and customer loyalty among customers of saman bank with 95% confidence.
Conclusion and Discussion:
Driven by rapidly changing retail environments, more demanding customers, intensified competition, and
slow growth markets, banks managers are more than ever obliged to continually concentrate on establishing
satisfaction and loyalty in customers. Increasing competition with globalization, changing customer demands
and needs made it harder for the provision of satisfaction and loyalty in customers. In this article, the
relationship between Perceived service quality, value, satisfaction and loyalty in customer is investigated. the
study finds out some interesting results: (1): Perceived service quality is positively associated with Customer
value, (2): Perceived service quality is not positively associated with Customer satisfaction, (3): Perceived
service quality is positively associated with Customer loyalty, (4): Customer value is positively associated with
customer satisfaction, (5): Customer value is not positively associated with customer loyalty and finally (6):
customer satisfaction is positively associated with customer loyalty
The results of this study provide main implications for banks managers and can aid in designing strategies
to improve customer satisfaction and loyalty. Our study includes an illustration of how banks can use these links
to develop appropriate customer satisfaction policies leading to increased customers. Also, While this study is
based on bank customers, the study results have important implications for suppliers of other products and
services. Perceived service quality and Customer value plays an important role in this connected world where
internet is fast replacing traditional modes of business exchanges. Web based transactions are fast becoming the
norm for most businesses in many countries. Customers use web sites as they provide options for buying
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products while also giving access to information on products and suppliers. Given numerous alternatives, buyers
are likely to be looking for features that distinguish suppliers from one another and firms‟ Perceived service
quality can be a major differentiator by way of quality and reliability.
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