دانلود رایگان مقاله انگلیسی ادغام استاندارد سازی و سفارشی سازی: کیفیت خدمات، رضایت مشتری و وفاداری - الزویر 2017

ABSTRACT

The basic objective of this study is to analyse the direct and indirect impacts of standardization and customization on customer satisfaction and loyalty through service quality. The service quality has two dimensions: technical quality and functional quality. A framework is developed by extending Grӧnroos’ model of service quality by including the antecedents of service quality. A questionnaire-based survey collected data from 315 customers of three service industries: healthcare, hospitality, and education. The data was analysed and the model validated using PLS-SEM. The findings show that: (1) integration of standardization and customization of service offerings is critical for improved service quality; (2) standardization has higher impact on service quality when compared to customization; (3) functional quality has higher impact on customer satisfaction when compared to technical quality; and (4) customer satisfaction has a significant effect on customer loyalty. The contribution of this study is the development of an integrated framework to analyse the roles of standardization and customization on service quality.

 Conclusions and limitations

This research has answered the following two questions: Can standardization and customization co-exist in a service offering? If they can, then what are their impacts on service quality (technical and functional), customer satisfaction, and customer loyalty? The questions were answered by building and testing an extended Grӧnroos (1984) model of service quality. Two constructs were added to the original Grӧnroos (1984) model: standardization and customization. The study was conducted in Malaysia by analysing the experiences and perceptions of consumers in three service industries: hospitality (hotel), healthcare (hospital) and education (university). The findings show that: (1) integration of standardization and customization of service offerings is critical for improved service quality; (2) standardization has higher impact on service quality when compared to customization; (3) functional quality has higher impact on customer satisfaction when compared to technical quality; and (4) customer satisfaction has a significant effect on customer loyalty. This study is not without limitations. First, the sample sizes of customers in each industry are not high. Second, only three service industries (hotels, hospitals, and universities) were chosen for the study. Choice of more industries is needed to generalize the findings across the service sector. Third, the current study is a cross-sectional study. A longitudinal study is required to conclude causal relationship between the variables. Fourth, majority of respondents (76%) were less than 35 years of age. A more balanced sample (in terms of age distribution) can lead to more realistic results. Fifth, this study showed that in Malaysia form is preferred over substance. The generalizability of the results in other countries (where, substance is preferred over form) must be done with caution.