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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM66363
Volume:
10 |
7 |
Jul 2026
Pages:
1-7
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department of Management Studies
Visvesvaraya Technological University
Department of Management Studies
Visvesvaraya Technological University
Service quality has emerged as a critical determinant of customer satisfaction across service-based industries, shaping repeat patronage, word-of-mouth communication, and long-term profitability. This study empirically examines the influence of service quality, measured through the five SERVQUAL dimensions of tangibles, reliability, responsiveness, assurance, and empathy, on customer satisfaction. A quantitative, cross-sectional survey design was adopted, and structured questionnaires anchored on a five-point Likert scale were administered to 200 respondents. The collected data were analysed using descriptive statistics, reliability analysis (Cronbach's alpha), Pearson correlation, multiple regression analysis, independent-samples t-test, one-way ANOVA, and the chi-square test of independence. Results indicate that all five service quality dimensions are significantly and positively correlated with customer satisfaction, with assurance and reliability emerging as the strongest predictors. The multiple regression model explained approximately 48 percent of the variance in customer satisfaction (R² = 0.481, p < 0.001), leading to rejection of the null hypotheses. The chi-square test found no significant association between visit frequency and satisfaction category. The findings reinforce the centrality of service quality management, particularly assurance and reliability, in strengthening customer satisfaction and offer practical implications for service organizations.
KEYWORDS
This study empirically examined the influence of service quality on customer satisfaction using a quantitative, questionnaire-based design and a comprehensive set of statistical techniques, including reliability analysis, correlation analysis, multiple regression, hypothesis testing, chi-square testing, t-test, and ANOVA. The results demonstrate that service quality, particularly the assurance and reliability dimensions, significantly and positively predicts customer satisfaction, leading to the rejection of both null hypotheses and acceptance of the corresponding alternative hypotheses. Organizations seeking to improve customer satisfaction should therefore prioritize investments that strengthen assurance (staff competence, trustworthiness, and security) and reliability (consistency and accuracy of service delivery), while continuing to maintain adequate standards of tangibles, responsiveness, and empathy.
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Publication Date
7/27/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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The authors declare no conflict of interest related to this research work.
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