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The impact of service quality on customer satisfaction; an empirical study

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The impact of service quality on customer satisfaction; an empirical study

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This research study attempts to find out the impact of the quality of service on the satisfaction level of customers in the public sector General Insurance companies in Cochin.

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  1. International Journal of Management (IJM) Volume 11, Issue 3, March 2020, pp. 76–88, Article ID: IJM_11_03_009 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=11&IType=3 Journal Impact Factor (2020): 10.1471 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 © IAEME Publication Scopus Indexed THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION; AN EMPIRICAL STUDY Joshy K T Research Scholar, Department of Management Studies, Karunya Institute of Technology and Sciences, Coimbatore, Tamil Nadu, India Dr.F.J. Peterkumar Associate Professor, Department of Management Studies, Karunya Institute of Technology and Sciences, Coimbatore, Tamil Nadu, India Sunil Vakayil Director, RVS Institute of Management Studies and Research, Coimbatore, Tamil Nadu, India ABSTRACT Customer satisfaction is viewed as an end rather than a means, as far as organizational goals are concerned. This is because ensuring customer satisfaction will automatically end up with achievement of organizational objectives. Many management writers consider service quality as the most important factor determining customer satisfaction. This research study attempts to find out the impact of the quality of service on the satisfaction level of customers in the public sector General Insurance companies in Cochin. The required data is collected from the customers of these companies in Cochin. The study reveals that the employee service quality of public sector General Insurance companies in Cochin has a significant positive impact on customer satisfaction. The study recommends improvement in quality of service in organizations to ensure higher level of satisfaction among customers. Key words: Customer satisfaction, organizational goals, Public Sector General Insurance, service quality. Cite this Article: Joshy K T, Dr.F.J. Peterkumar and Sunil Vakayil, The Impact of Service Quality on Customer Satisfaction; an Empirical Study, International Journal of Management (IJM), 11 (3), 2020, pp. 76–88. http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=3 http://www.iaeme.com/IJM/index.asp 76 editor@iaeme.com
  2. Joshy K T, Dr. F.J. Peterkumar and Sunil Vakayil 1. INTRODUCTION The aim of any organization will be to build up a happy customer base because it will ultimately lead them to the attainment of organizational goal. One of most important factors that contribute to the customer satisfaction is the quality of service of the employees. Service quality is a perception from the customer’s side about the quality of service received by them. Parasuraman et.al (1985) says that service quality is the difference between expected and actual service received and observes that when the former improves, the latter also goes up. The impact of employee’s service quality on customer satisfaction has been a topic of discussion among organizational heads in the past many decades. Today the organizations give the highest priority for service quality as they know that it is the ultimate method to increase their customer’s satisfaction. 2. LITERATURE SURVEY Parasuraman et.al (1985) compared the customer’s expected and actual service using SERVQUAL developed by them. As per their paper published in 1988, service quality dimensions are Tangibility, Reliability, Responsiveness, Assurance and Empathy. Olu ojo et.al (2010) in their study found that service quality showed a significant positive impact on customer satisfaction. Mohsin Zafar et.al (2011) found that service quality had a very significant effect on customer satisfaction. Van Dinh et.al (2012) studied the effect of service quality on the satisfaction level of customers and found that service quality is positively related to customer satisfaction. Jasmina Lumanaj et.al (2013) in their study observed that service quality positively affects competitive edge and relations with the clients. Rahhal et.al (2015) in their study of relationship between service quality, customer satisfaction and customer retention found that the service quality dimensions other than empathy has significant influence on customer satisfaction whereas empathy has insignificant relation. Minh et.al (2015) found that dimensions other than tangibility had significant impact on the satisfaction level of customers. Al-Azzam et.al (2015) observed that better is the service quality, higher is the customer satisfaction. Kumar et.al (2019) made a study on the impact of service quality on customer satisfaction and customer loyalty. The study has found that service quality has a positive impact on customer satisfaction. Sukhvinder Singh Paposa et.al (2019) studied the impact of service quality on customer satisfaction in Life Insurance Industry in India. The study revealed that all the service quality factors has significant positive influence on customer’s satisfaction. 3. OBJECTIVES OF THE STUDY • To examine the impact of service quality factors and customer satisfaction on demographic factors of customers. • To analyze the relationship between the service quality and customer satisfaction. • To study the impact of service quality factors on customer satisfaction. 4. RESEARCH METHODOLOGY The target population of this study is the customers of the four public sector General Insurance companies in Cochin City in Kerala. A detailed questionnaire for collecting data from customers is prepared. The service quality questions are based on SERVQUAL developed by Parasuraman et.al (1988). The factors on which these questions are based upon are tangibles, reliability, responsiveness, assurance and empathy. Part 1 of the questionnaire has 8 demographic questions and Part 2 has 25 service quality questions and 10 customer satisfactions questions. The responses to the part 2 questions are based on 5-point Likert scale. http://www.iaeme.com/IJM/index.asp 77 editor@iaeme.com
  3. The Impact of Service Quality on Customer Satisfaction; an Empirical Study 5. DATA COLLECTION Convenience sampling is used to select samples. The questionnaire was prepared in Google Form were sent through e-mails/WhatsApp to 300 customers of Public sector General Insurance customers in the city of Cochin. The Google Form survey was made open from 1st of August to 31st October 2019. Fully completed forms received from customers were 81. 6. ANALYSIS OF DATA 6.1. RELIABILITY Cronbach Alpha value for Tangibility (TAN), Reliability (REL), Responsiveness (RES), Assurance (ASS), Empathy (EMP), Satisfaction (SAT) are 0.818, 0.868, 0.865, 0.796, 0.848 and 0.913. Since the values are above 0.7, it is inferred that the constructs and questionnaire are reliable. 6.2. SOCIO- ECONOMIC AND DEMOGRAPHIC PROFILE OF CUSTOMERS TABLE 1- SOCIO-ECONOMIC AND DEMOGRAPHIC PROFILE OF CUSTOMERS PROFILE VARIABLE GROUPS FREQUENCY % New India 22 27.2 United India 20 24.7 Company National 18 22.2 Oriental 21 25.9 Fire 5 6.2 Motor 47 58.0 Policy Type Health 22 27.2 Personal Accident 6 7.4 Shop 1 1.2 Self-employed 32 39.5 Occupation Salaried 37 45.7 Retired 12 14.8 Up to 30 years 16 19.8 31 to 40 years 20 24.7 Age 41 to 50 years 20 24.7 51 to 60 years 12 14.8 Above 60 13 16.0 Male 58 71.6 Gender Female 23 28.4 Unmarried 10 12.3 Marital Status Married 71 87.7 Below 10 3 3.7 Undergraduate 14 17.3 Qualification Graduate 47 58.0 Postgraduate and above 17 21.0 One year 9 11.1 2 to 3 years 17 21.0 Experience with company 4 to 6 years 29 35.8 7 to 10 years 11 13.6 Above 10 15 18.5 Source: Primary data http://www.iaeme.com/IJM/index.asp 78 editor@iaeme.com
  4. Joshy K T, Dr. F.J. Peterkumar and Sunil Vakayil The above percentage analysis shows that 27.2% of respondents are from New India Insurance which is the highest followed by Oriental Insurance with 25.9%, United India Insurance with 24.7% and National Insurance with 22.2%. Motor policy customers are the highest with 58% followed by health policy with 27.2%, Pers Accident insurance with 7.4%, Fire insurance with 6.2% and Shop insurance with 1.2%. Regarding occupation of customers salaried class is the highest with 45.7% followed by self-employed with 39.5% and retired people with 14.8%. Highest percentage of respondents are from the age group of 31-40 and 41- 50 with 24.7% each followed by up to 30 with 19.8%, above 60 with 16% and 51-60 with 14.8%. Highest number of respondents are male with 71.6% and females are 28.4%. 87% are married and 12.3 are unmarried. Regarding qualification of the respondents, the highest percentage is graduates with 58% followed by Postgraduates with 21%, undergraduates 17.3% and below 10 with 3.7%. Regarding insurance experience 35% are having 4-6 years’ experience followed by 2-3 with 21%, above 10 with 18.5%, 7-10 with 13.6% and 1year 11.1%. 6.3. GENDER INFLUENCE ON THE CONSTRUCTS H0 = There is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering their gender. H1 = There is significant differences in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering their gender. Since the respondents belong to only two groups, Z-test is used to find out whether there are any statically significant differences in the customer perceptions on service quality dimensions considering their gender. TABLE 2 - CLASSIFICATION BASED ON GENDER CONSTRUCTS GENDER MEAN ZO SIGNIFICANCE REMARK Male 18.1034 TAN 0.559 0.578 Not Significant Female 17.6957 Male 17.7586 REL 0.314 0.754 Not Significant Female 18.0435 Male 16.7719 RES 0.571 0.569 Not Significant Female 17.2609 Male 17.4828 ASS 0.616 0.540 Not Significant Female 17.9565 Male 17.1724 EMP 0.871 0.386 Not Significant Female 17.8696 Male 34.8276 SAT 0.465 0.643 Not Significant Female 35.5217 Source: Primary data 6.3. INFLUENCE OF MARITAL STATUS ON THE CONSTRUCTS H0 = There is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering their marital status. http://www.iaeme.com/IJM/index.asp 79 editor@iaeme.com
  5. The Impact of Service Quality on Customer Satisfaction; an Empirical Study H1 = There is significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering their marital status. Since the respondents belong to only two groups, Z-test is used to find out whether there is any statically significant differences in the customer perceptions on service quality dimensions considering their marital status. TABLE 3 – CLASSIFICATION BASED ON MARITAL STATUS CONSTRUCTS MARITAL STATUS MEAN ZO SIG. REMARK TAN Unmarried 18.1000 0.128 0.899 Not Significant Married 17.9718 REL Unmarried 17.4000 0.430 0.668 Not Significant Married 17.9014 RES Unmarried 16.5556 0.328 0.742 Not Significant Married 16.9577 ASS Unmarried 16.5000 1.218 0.227 Not Significant Married 17.7746 EMP Unmarried 16.5000 0.906 0.368 Not Significant Married 17.4930 SATS Unmarried 33.7000 0.741 0.461 Not Significant Married 35.2113 Source: Primary data From the above table it may be observed that for Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction, the significance values are greater than 0.05, and hence the Null hypothesis is acceptable. Therefore, it is concluded that there is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering their marital status. 6.4. INFLUENCE OF DIFFERENCE IN COMPANIES ON CONSTRUCTS H0 = There is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction who are of different companies. H1 = There is significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction who are of different companies. Since the respondents belong to four company groups, One-Way ANOVA is used to find out whether there is any statically significant differences in the customer perceptions on service quality dimensions who are of different companies. TABLE 4 - CLASSIFICATION BASED ON INSURANCE COMPANY INSURANCE CONSTRUCTS MEAN F SIGNIFICANCE REMARK COMPANY New India 19.2273 United India 17.0500 TAN 0.445 Not Significant National 18.4444 2.806 Oriental 17.1905 New India 19.1364 0.124 Not Significant http://www.iaeme.com/IJM/index.asp 80 editor@iaeme.com
  6. Joshy K T, Dr. F.J. Peterkumar and Sunil Vakayil INSURANCE CONSTRUCTS MEAN F SIGNIFICANCE REMARK COMPANY United India 16.7500 1.978 REL National 18.3333 Oriental 17.0952 New India 18.5909 United India 15.9500 2.860 0.428 Not Significant National 16.8889 RES Oriental 16.0500 New India 18.5909 ASS United India 16.4500 2.186 0.096 Not Significant National 18.2778 Oriental 17.1429 New India 19.0909 United India 17.3500 3.515 0.452 Not Significant National 16.3333 EMP Oriental 16.4762 New India 37.8636 United India 33.2000 3.218 0.067 Not Significant SAT National 35.7222 Oriental 33.1905 Source: Primary data From the above table it may be observed that for Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction, the significance values are greater than 0.05, and hence the Null hypothesis is acceptable. Therefore, it is concluded that there is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction who are of different companies. 6.5. INFLUENCE OF CCUPATION ON CONSTRUCTS H0 = There is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction who are of different occupation. H1 = There is significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction who are of different occupation. Since the respondents belong to three groups, One-Way ANOVA is used to find out whether there are any statically significant differences in the customer perceptions on service quality dimensions who are of different occupation. TABLE 5 – CLASSIFICATION BASED ON OCCUPATION CONSTRUCTS OCCUPATION MEAN F SIGNIFICANCE REMARK Self employed 17.9375 Salaried 18.1081 0.073 0.930 Not Significant TAN Retired 17.7500 Self employed 17.5000 Not Significant REL Salaried 18.3514 0.696 0.502 http://www.iaeme.com/IJM/index.asp 81 editor@iaeme.com
  7. The Impact of Service Quality on Customer Satisfaction; an Empirical Study CONSTRUCTS OCCUPATION MEAN F SIGNIFICANCE REMARK Retired 17.1667 Self employed 16.6563 Salaried 17.5405 1.588 0.211 Not Significant RES Retired 15.5455 Self employed 17.3750 Salaried 18.1351 1.177 0.314 Not Significant ASS Retired 16.6667 Self employed 17.2188 Salaried 17.7027 0.443 0.644 Not Significant EMP Retired 16.7500 Self employed 34.9063 1.320 Salaried 35.8919 0.273 Not Significant SATS Retired 32.6667 Source: Primary data From the above table it may be observed that for Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction, the significance values are greater than 0.05, and hence the Null hypothesis is acceptable. Therefore, it is concluded that there is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction who are of different occupation. 6.6. INFLUENCE OF AGE OF CUSTOMERS ON CONSTRUCTS H0 = There is no significant difference in the customer perceptions on service quality dimensions Tangibility, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering the difference in age groups. H1 = There is significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering the difference in age groups. Since the respondents belong to five groups, One-Way ANOVA is used to find out whether there is any statically significant differences in the customer perceptions on service quality dimensions considering the difference in age groups. TABLE 6- CLASSIFICATION BASED ON AGE CONSTRUCTS AGE MEAN F SIGNIFICANCE REMARK Up to 30 years 18.3750 31 to 40 years 17.9500 TAN 41 to 50 years 17.4500 0.457 0.767 Not Significant 51 to 60 years 18.7500 Above 60 17.6923 Up to 30 years 17.3125 REL 31 to 40 years 18.8000 0.822 0.515 Not Significant 41 to 50 years 17.3000 51 to 60 years 18.6667 http://www.iaeme.com/IJM/index.asp 82 editor@iaeme.com
  8. Joshy K T, Dr. F.J. Peterkumar and Sunil Vakayil Above 60 17.0769 Up to 30 years 16.8000 RES 31 to 40 years 17.8000 41 to 50 years 17.4000 1.388 0.246 Not Significant 51 to 60 years 16.7500 Above 60 15.0769 Up to 30 years 16.8750 ASS 31 to 40 years 18.3500 0.891 41 to 50 years 17.7500 0.473 Not Significant 51 to 60 years 18.1667 Above 60 16.6923 Up to 30 years 17.1875 EMP 31 to 40 years 18.2500 41 to 50 years 17.4500 0.630 0.642 Not Significant 51 to 60 years 16.8333 Above 60 16.6154 Up to 30 years 34.1875 SAT 31 to 40 years 36.6000 41 to 50 years 35.0000 0.999 0.413 Not Significant 51 to 60 years 36.0833 Above 60 32.6923 Source: Primary data From the above table it may be observed that for Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction, the significance values are greater than 0.05, and hence the Null hypothesis is acceptable. Therefore, it is concluded that there is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering the difference in their age groups. 6.7. INFLUENCE OF QUALIFICATION ON CONSTRUCTS H0 = There is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering the difference in the qualification. H1 = There is significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering the difference in qualification of customers. Since the respondents belong to five groups, One-Way ANOVA is used to find out whether there are any statically significant differences in the customer perceptions on service quality dimensions considering the difference in qualification of customers. http://www.iaeme.com/IJM/index.asp 83 editor@iaeme.com
  9. The Impact of Service Quality on Customer Satisfaction; an Empirical Study TABLE 7 – CLASSIFICATION BASED ON QUALIFICATION CONSTRUCTS QUALIFICATION MEAN F SIGNIFICANCE REMARK Below10 17.6667 Undergraduate 18.3571 TAN Not Significant Graduate 17.8298 0.148 0.930 Postgraduate and above 18.1765 Below10 17.0000 Undergraduate 18.0714 Graduate 17.8298 0.069 0.976 Not Significant REL Postgraduate and above 17.8235 Below 10 19.0000 Undergraduate 17.0000 Graduate 16.3830 1.254 0.296 Not Significant RES Postgraduate and above 17.9412 Below 10 20.3333 Under 17.5714 graduate 0.823 0.485 Not Significant ASS Graduate 17.4255 Postgraduate and above 17.7059 Below 10 17.0000 Undergraduate 17.5000 Graduate 17.2340 0.105 0.957 EMP Not Significant Postgraduate and above 17.7059 Below 10 38.0000 Undergraduate 35.0714 Graduate 34.6809 0.311 0.818 SAT Not Significant Postgraduate and above 35.4118 Source: Primary data From the above table it may be observed that for Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction, the significance values are greater than 0.05, and hence the Null hypothesis is acceptable. Therefore, it is concluded that there is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering the difference in qualification of customers. 6.8. INFLUENCE OF EXPERIENCE ON CONSTRUCTS H0 = There is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering the difference in experience of the customers. H1 = There is significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering the difference in experience of the customers. Since the respondents belong to five groups, One-Way ANOVA is used to find out whether there are any statically significant differences in the customer perceptions on service quality dimensions considering the difference in experience of customers. http://www.iaeme.com/IJM/index.asp 84 editor@iaeme.com
  10. Joshy K T, Dr. F.J. Peterkumar and Sunil Vakayil TABLE 8 - CLASSIFICATION BASED ON EXPERIENCE CONSTRUCTS EXPERIENCE MEAN F SIGNIFICANCE REMARK One year 18.1111 2 to 3 years 18.4118 TAN 0.322 0.863 4 to 6 years 17.5517 Not Significant 7 to 10 years 17.8182 Above 10 18.4000 One year 16.8889 2 to 3 years 18.0588 0.508 0.730 4 to 6 years 17.3793 REL 7 to 10 years 18.4545 Not Significant Above 10 18.6000 One year 15.8889 2 to 3 years 17.9375 0.863 0.490 RES 4 to 6 years 16.3448 7 to 10 years 16.9091 Not Significant Above 10 17.5333 One year 17.0000 2 to 3 years 17.9412 0.582 0.676 ASS 4 to 6 years 17.1034 Not Significant 7 to 10 years 17.9091 Above 10 18.4000 One year 16.3333 2 to 3 years 16.8235 0.593 EMP 4 to 6 years 17.5862 0.668 7 to 10 years 18.2727 Not Significant Above 10 17.5333 One year 33.6667 2 to 3 years 35.9412 0.472 4 to 6 years 34.1724 SAT 0.756 7 to 10 years 35.6364 Not Significant Above 10 36.0000 Source: Primary data From the above table it may be noted that for Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction, the significance values are greater than 0.05. Therefore, it is concluded that there is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering the difference in qualification of customers. 6.9. INTER RELATIONSHIP BETWEEN VARIABLES Correlation analysis is done between the variables Tangibility, Reliability, Responsiveness, Assurance, Empathy and Satisfaction to find the inter relationship between them. The following table shows the correlation between all the constructs under study. http://www.iaeme.com/IJM/index.asp 85 editor@iaeme.com
  11. The Impact of Service Quality on Customer Satisfaction; an Empirical Study TABLE 9 - INTER RELATIONSHIP BETWEEN VARIABLES TAN REL RES ASS EMP SAT Pearson Correlation 1 .649(**) .589(**) .679(**) .606(**) .797(**) TAN Sig. (2-tailed) 0.000 0.000 0.000 0.000 0.000 N 81 81 81 81 81 81 Pearson Correlation 1 .705(**) .762(**) .661(**) .834(**) REL Sig. (2-tailed) 0.000 0.000 0.000 0.000 N 81 81 81 81 Pearson Correlation 1 .803(**) .643(**) .878(**) RES Sig. (2-tailed) 0.000 0.000 0.000 N 81 80 80 Pearson Correlation 1 .622(**) .918(**) ASS Sig. (2-tailed) 0.000 0.000 N 1 81 81 Pearson Correlation 1 .747(**) EMP Sig. (2-tailed) 0.000 N 81 Pearson Correlation 1 SAT Sig. (2-tailed) N Source: Primary data • The following observations are made from the correlation table, values inside the brackets represent correlation co-efficient. • Tangible is significantly and positively correlated with Reliability (0.649), Responsiveness (0.589), Assurance (0.679), Empathy (0.606) and Satisfaction (0.797). • Reliability is significantly and positively correlated with Responsiveness (0.705), Assurance (0.762), Empathy (0.661) and Satisfaction (0.834). • Responsiveness is significantly and positively correlated with Assurance (0.803), Empathy (0.643) and Satisfaction (0.878). • Assurance is significantly and positively correlated with Empathy (0.622) and Satisfaction (0.918). • Empathy is significantly and positively correlated with Satisfaction (0.747). 6.10. MULTIPLE REGRESSION The H0: Employee service quality has no significant positive impact on customer satisfaction of public sector General Insurance companies in Cochin city. H1: Employee service quality has significant positive impact on customer satisfaction of public sector General Insurance companies in Cochin city. http://www.iaeme.com/IJM/index.asp 86 editor@iaeme.com
  12. Joshy K T, Dr. F.J. Peterkumar and Sunil Vakayil TABLE 10 - COEFFICIENTS UNSTANDARDIZED STANDARDIZED MODEL COEFFICIENTS COEFFICIENTS T SIG. B STD. ERROR BETA CON -1.574 0.963 -1.635 0.106 TAN 0.464 0.070 0.229 6.604 0.000 REL 0.225 0.066 0.137 3.404 0.001 1 RES 0.495 0.074 0.286 6.696 0.000 ASS 0.703 0.091 0.360 7.693 0.000 EMP 0.202 0.064 0.110 3.164 0.002 a. Dependent Variable: Satisfaction Source: Primary data Substituting the values, Customer satisfaction = (-)1.574(Constant) +0.464 (Tangibility) +0.225(Reliability) +0.495(Responsiveness) +0.703(Assurance) +0.202(Empathy). The inference drawn is customer satisfaction increases by one unit when Tangibility increase by 0.464 units, Reliability increase by 0.225, Responsiveness increases by 0.495, Assurance increase by 0.703 and Empathy increase 0.202. Since the significance value is less than 0.05, the null hypothesis is rejected and the alternate hypothesis is accepted. Hence it is concluded that Employee service quality has significant positive impact on customer satisfaction of public sector General Insurance companies in Cochin city. 7. OBSERVATIONS AND FINDINGS It is observed that the five dimensions of service quality under study (Tangibility, Reliability, Responsiveness, Assurance, and Empathy) have a positive correlation with customer satisfaction. The regression analysis shows that all the dimensions of service quality, significantly and positively impacts customer satisfaction. I.e. when there is an increase in the service quality, the customer satisfaction significantly increases in the same direction. From the result of the analysis, it can be inferred that service quality of Public Sector General Insurance companies in Cochin City is positively correlated with the customer satisfaction of these companies. Similarly, service quality significantly impacts the customer satisfaction of the companies. 8. CONCLUSION The study reveals the following: • Service quality factors have a positive relation with Customer satisfaction • Employee’s service quality significantly and positively impacts customer satisfaction which means that when the service quality of employees improves the level of satisfaction of customers correspondingly improves. Based on the findings, it is concluded that by bringing improvement in the service quality of the employees, the organizations can enhance the level of customer satisfaction among their customers. Hence it is recommended that the organizations should strive hard for bringing improvements in the quality of service of their employees in order to keep their customers happy which will in turn help them to achieve their organizational goals. http://www.iaeme.com/IJM/index.asp 87 editor@iaeme.com
  13. The Impact of Service Quality on Customer Satisfaction; an Empirical Study REFERENCE [1] Parasuraman, Valarie A. Zeithaml and Leonard L. Berry. A. Conceptual Model of Service Quality and its Implications for Future Research. Journal of Marketing. 49(3), 1985, pp. 41-50. [2] Parasuraman, A., Zeithaml, V.A. & Berry, LL, “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality”. Journal of Retailing, 64 (1) 1988, pp. 5- 6. [3] Ojo, O. The Relationship between Service Quality and Customer Satisfaction in the Telecommunication Industry: Evidence from Nigeria. Brand Research in Accounting, Negotiation and Distribution, 1(1), 2010, pp.88–100. [4] Mohsin Zafar. Impact of online service quality on customer satisfaction in banking sector of Pakistan. African Journal of Business Management, 5(30), 2011, pp. 11786-11793. [5] Van Dinh and Lee Pickler. Examining Service Quality and Customer Satisfaction in the Retail Banking Sector in Vietnam. Journal of Relationship Marketing, 11(4), 2012, pp.199-214. [6] Jasmina Lumanaj, Aulent Guri, Armend Aliu, Otjela Lubonja, “Quality of Service in the Banking Sector”. Mediterranean Journal of Social Sciences. 4 (9), October 2013. Pp.418-424 [7] Rahhal, W. The Effects of Service Quality Dimensions on Customer Satisfaction: An Empirical Investigation in Syrian Mobile Telecommunication Services. International Journal of Business and Management Invention, 4(5), 2015, 2319–8028. [8] Minh, N.H., Thu Ha, N., Chi Anh, P., Matsui, Y, Service quality and customer satisfaction: A case study of hotel industry in Vietnam. Asian Social Science, 11(10), 2015, pp.73–85. [9] Al-Azzam, A. F. M. The Impact of Service Quality Dimensions on Customer Satisfaction: A Field Study of Arab Bank in Irbid City, Jordan. European Journal of Business and Management Online), 7(15), 2015, pp. 2222–2839. [10] Kumar, K., Rai, S., & Dugar, A. Impact of Service Quality on Customer Satisfaction and Loyalty in the Sector of Telecom Service Provider in Delhi-NCR. International Journal of Innovative Technology and Exploring Engineering, 8(8), 2019, pp. 2841–2846. [11] Paposa, S.S., Ukinkar, V. G., & Paposa, K. K. Service quality and customer satisfaction: Variation in customer perception across demographic profiles in life insurance industry. International Journal of Innovative Technology and Exploring Engineering, 8(10), 2019, pp.3767–3775. [12] P.S. Prema Kumar and Dr. G. Rambabu, Fuzzy Service Quality Evaluation of Health Care Sectors, International Journal of Advanced Research in Engineering and Technology, 10(4), 2019, pp. 135-139 [13] Parul Gupta and R.K. Srivastava, Analysis of Customer Satisfaction in Hotel Service Quality Using Analytic Hierarchy Process (Ahp), International Journal of Industrial Engineering Research and Development (IJIERD), Volume 2 Issue 1, May – October (2011), pp. 59-68 [14] A. Ramaraju, Impact Of Technology on Productivity and Service Quality among Indian Airline Services, International Journal of Marketing and Human Resource Management (IJMHRM), Volume 5, Issue 1, January – February (2014), pp. 42-51 [15] R. Ramachandran and Dr. S. Sekar, a Study on Technology and Banking Service Quality in Tiruchirappalli, International Journal of Marketing and Human Resource Management (IJMHRM), Volume 5, Issue 6, November – December (2014), pp. 07-17 [16] Vibha, Abhay Shetty, B. Giridhar Kamath and Gopala Krishna. B, A System Dynamics Model For Forecasting Service Quality, International Journal of Mechanical Engineering and Technology, 9(8), 2018, pp. 326–338. [17] Nur Hayati and Desi Novitasari, an Analysis of Tourism Service Quality toward Customer Satisfaction (Study on Tourists in Indonesia Travel Destinations to Bali). International Journal of Marketing and Human Resource Management, 8(2), 2017, pp. 09–20. http://www.iaeme.com/IJM/index.asp 88 editor@iaeme.com
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