Difference of Service Quality in University Kuala Lumpur's Cafes
Abstract
The study was conducted to examine the difference of service quality of the cafes at University Kuala Lumpur (UniKL), Malaysian Institute of Industrial Technology (MITEC) campus using a sample of 29 usable questionnaires gathered from bachelor and diploma students of UniKL MITEC itself. The outcomes of hierarchical regression analysis showed six important findings; the price of the food for both cafes, the foods taste, the cleanliness of the cafes, worker attitude with the customer, the variation of the foods and the time services. This result confirms that perceive value does act as a partial mediating variable in the service quality models of the organizational sample. In addition, implications and limitations, as well as directions for future research are elaborated.
1.0 Introduction
Service quality and customer satisfaction are inarguably the two core concepts that are at the crux of the marketing theory and practice (Spreng & Mackoy, 1996). In today’s world of intense competition, the key to sustainable competitive advantage lies in delivering high quality service will in turn result in satisfied customers (Shemwell et al., 1998). Therefore, there is not even an iota of doubt concerning the importance of service quality as the ultimate goal of service providers throughout the world (Sureshchandar et al., 2002). In an era of global competition; many organization have now shifted the paradigm of service quality to customer’s perspective (Parasuraman et al., 1985). Rely on this paradigm; a customer will judge the quality of service features may increase retention and loyalty (Alexandris et al., 2002), thus lead to increased organizational competitiveness (Shemwell et al., 1998). Service quality has been defined as a form of attitude- along-run overall evaluation (Zeitham, 1998; Parasuramanetal., 1988). Perceived service quality portray a general; overall appraisal of service, i.e. a global value judgement on the superiority of the overall
The study was conducted to examine the difference of service quality of the cafes at University Kuala Lumpur (UniKL), Malaysian Institute of Industrial Technology (MITEC) campus using a sample of 29 usable questionnaires gathered from bachelor and diploma students of UniKL MITEC itself. The outcomes of hierarchical regression analysis showed six important findings; the price of the food for both cafes, the foods taste, the cleanliness of the cafes, worker attitude with the customer, the variation of the foods and the time services. This result confirms that perceive value does act as a partial mediating variable in the service quality models of the organizational sample. In addition, implications and limitations, as well as directions for future research are elaborated.
1.0 Introduction
Service quality and customer satisfaction are inarguably the two core concepts that are at the crux of the marketing theory and practice (Spreng & Mackoy, 1996). In today’s world of intense competition, the key to sustainable competitive advantage lies in delivering high quality service will in turn result in satisfied customers (Shemwell et al., 1998). Therefore, there is not even an iota of doubt concerning the importance of service quality as the ultimate goal of service providers throughout the world (Sureshchandar et al., 2002). In an era of global competition; many organization have now shifted the paradigm of service quality to customer’s perspective (Parasuraman et al., 1985). Rely on this paradigm; a customer will judge the quality of service features may increase retention and loyalty (Alexandris et al., 2002), thus lead to increased organizational competitiveness (Shemwell et al., 1998). Service quality has been defined as a form of attitude- along-run overall evaluation (Zeitham, 1998; Parasuramanetal., 1988). Perceived service quality portray a general; overall appraisal of service, i.e. a global value judgement on the superiority of the overall
References: i. Navidi, William Cyrus (2011). Statistics for engineers and scientists – third edition: McGraw-Hill companies, Inc. ii. Stan Giblisco (2004). Statistics Demystified, a self teaching guide; McGraw-Hill companies, Inc. iii. Nek Kamal Yeop Yunus, Azman Ismail, Zubrina Ranee Juga, Salomawati Ishak (2009). Service Quality dimensions, Perceive value and customer satisfaction: ABC relationship model testing; IBEJ Vol. 2 issue No.1 (2009)01-18 iv. http://en.wikipedia.org/wiki/Service_quality, Service Quality ------------------------------------------------- ABSTRACT