THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION: THE CASE OF GEOSYNTHETICS INDUSTRIAL WORKS PLC

Abstract

This study endeavors to investigate the effect of service quality on customer satisfaction in Geosynthetics Industrial Works PLC using five dimensions of service quality (SERVQUAL) namely tangibility, reliability, responsiveness, empathy, and assurance are considered as the base for this study. To achieve the overall objective of the study, questionnaire was used to collect data from customers of the organization; accordingly, 183 respondents were participated in the study chosen using a propulsive sampling technique. The data were processed using SPSS version 20.1 and analyzed through both descriptive and inferential statistics methods. The results of descriptive statistics reveal that the overall mean value for service quality and customer satisfaction was low. Moreover, the regression analysis result indicated that service quality dimensions (reliability, assurance and empathy) positively and significantly affected customer satisfaction in the organization but responsiveness and tangibility less effect on customer satisfaction. Based on this, it can be concluded that, reliability, assurance and empathy remains the most significant determinants customer satisfaction in the study area. Furthermore, multiple regressions identify the relative contribution of each variable and determine the best predictor variables among a set of variables. Accordingly, reliability dimension has the highest effect customer satisfaction among the independents variables (beta = .528). Based on the findings the study recommends that management bodies of the organization should improve its service quality particularly on tangibility and responsiveness to increase the level of customer satisfaction.