ASSESSMENT OF THE RELATIONSHIP BETWEEN SERVICE QUALITY AND CUSTOMER SATISFACTION IN THE CASE OF CBM (COMPUTER BUSINESS MACHINE)

Abstract

Customer satisfaction is a fundamental concept of any business company that has received a huge interest from multitudes of researchers This study aims at investigating the level of expectation and perception of customer satisfaction of CBM (Computer Business Machine),also factors influencing the relationship between quality service and customer satisfaction. The five SERVQUAL dimensions developed by Parasuraman et al (1988) were used to assess quality service vs customer satisfaction. Sample of 258 respondents was selected using random sampling technique (non-probability sampling) sampling method among which 240 has correctly filled the questioner. And also interview with manager of the company was conducted and come to a finding that The impacts of “Tangibility”, “Reliability”, “Responsiveness”, “Assurance”, and “Empathy” on customers’ satisfaction are pointed in a descending order respectively, indicating that Tangibility has the highest impact on customer satisfaction. Therefore, to be successful, the company should provide service to their customers that meets or exceeds their expectations, and the present study will provide at least some sorts of guidelines.