A STUDY ON CUSTOMER SERVICE QUALITY

Service quality and customer satisfaction have been widely recognized as fundamental drivers in the formation of purchase intentions. The concepts are important for companies to gain long-term competitive advantage and retain customers. Several scholar articles suggests there is a critical relationship between these two variables, which is also a critical determination of brand equity and customer loyalty. This study will clarify its nature by empirically assessing on the effects of service quality on customer’s perceptions and satisfaction. This study will use the servqual model and other measurement methods to examine and analyze the case. Divergent methodologies are conducted to examine the distinct antecedent causes and consequential effects. Key findings will be based on the conceptual framework and five dimensions: assurance, tangibles, responsiveness, reliability, and empathy. According to research, customers are not satisfied with unprofessional service providers, unorganized schedule, and pricing that do not meet expectations. Results of the research will be backed up with statistical evidence and discussed comprehensively. Moreover, further research should be considered to gather more information that were not accessible due to the limitations of this study.