ARTICLE SUMMARY

AREA OF INTEREST: CUSTOMER SATISFACTION

NAME OF STUDENT: NOR HAYATI YAHYA (94824)

Table of Contents
1. Russell-Bennett, R., McColl-Kennedy, J. R., & Coote, L. V. (2007). Involvement,
satisfaction, and brand loyalty in a small business services setting. Journal of Business
Research, 60(12), 1253-1260........................................................................................ 2
2. Sahin, A., Zehir, C., & Kitap, H. (2011). The effects of brand experiences,
trust and satisfaction on building brand loyalty; an empirical research on global
brands. Procedia-Social and Behavioral Sciences, 24, 1288-1301...........................2
3. J Nam, Y Ekinci, G Whyatt, (2011). Brand Equity, Brand Loyalty and Consumer
Satisfaction, Annals of Tourism Research, 38(3), 1009-1030..............................................3
4. P Williams, E Naumann (2011). Customer Satisfaction and Business Performance: A firm
level analysis, Journal of Service Marketing, 25(1), 2032.................................................3
5. E Torres-Moraga, AZ Vsquez-Parraga, J Zamora-Gonzalez, (2011). Customer
Satisfaction and loyalty: start with the product, culminate with the brand, Journal
of Consumer Marketing, 25(5), 302 313...............................................................4
6. Hennig-Thurau, T. and Klee, A. (1997), The Impact of Customer Satisfaction
and Relationship Quality on Customer Retention: A Critical Reassessment and
Model Development, Psychology and Marketing, 14(8), 737 764..........................5
7. EW Anderson, C Fornell, RT Rust, (1997). Customer Satisfaction, Productivity
and Profitability: Differences between Goods and Services, Marketing Science,
16(2), 129145......................................................................................................... 5
8. JMM Bloemer, HDP Kasper (1995). The complex relationship between
consumer satisfaction and brand loyalty, Journal of Economic Psychology, 16, 311329........................................................................................................................... 6
9. JT Bowen, SL Chen (2001). The relationship between customer loyalty and
customer satisfaction, International Journal of Contemporary Hospitality
Management, 13(5), 213-217..................................................................................6
11. PB Barger, AA. Grandey (2006). Service with a Smile and Encounter
Satisfaction: Emotional Contagion and Appraisal Mechanisms, Academy of
Management Journal, 49(6), 1229-1238..................................................................7
12. HS Jung, Y HyeHyun (2012). Why do satisfied customers switch? Focus on the
restaurant patron variety-seeking orientation and purchase decision involvement,
International Journal of Hospitality Management, 31, 875 884...............................7
13. R Mosahab, O Mahamad, T Ramayah (2010). Service Quality, Customer Satisfaction and
Loyalty: A Test of Mediation International Business Research, International Business
Research, 3(4), 7380.................................................................................................. 8

NHY

14. H Qin, VR Prybutok (2009). Service quality, customer satisfaction, and behavioural
intentions in fast-food restaurants, International Journal of Quality and Service Sciences, 1(1),
78-95......................................................................................................................... 8
15. F Olorunniwo, MK Hsu (2006). A typology analysis of service quality, customer
satisfaction and behavioral intentions in mass services, Managing Service Quality,
16(2), 106-123......................................................................................................... 9
16. SL Sondoh Jr, MW Omar, NA Wahid, I Ismail (2007). The Effect Of Brand Image
On Overall Satisfaction And Loyalty Intention In The Context Of Color Cosmetic,
Asian Academy of Management Journal, 12(1), 83107...........................................9
17. HY Ha, S Janda, SK Park (2009). Role of satisfaction in an integrative model of
brand loyalty: Evidence from China and South Korea, International Marketing
Review, 26(2), 198-220.......................................................................................... 10
18. A Caruana (2002). Service Loyalty The Effects Of Service Quality And The
Mediating Role Of Customer Satisfaction, European Journal of Marketing, 36(7/8),
811-828.................................................................................................................. 10
19. D Iacobucci, A Ostrom, K Grayson (1995), Distinguishing Service Quality and
Customer Satisfaction: The Voice of the Consumer, Journal of Consumer
Psychology, 4(3), 277-303..................................................................................... 11
20. H Oh (1999). Service quality, customer satisfaction, and customer value: A
holistic perspective, International Journal of Hospitality Management, 18, 67-82. 11
21. JC Suh, Y Youjae (2006). When Brand Attitudes Affect the Customer
Satisfaction-Loyalty Relation: The Moderating Role of Product Involvement, Journal
Of Consumer Psychology, 16(2), 145155.............................................................12
22. HY Hu, CC Cheng, SI Chiu (2011). A study of customer satisfaction, customer
loyalty and quality attributes in Taiwans medical service industry, African Journal
of Business Management, 5(1), 187-195...............................................................12
23. GHG McDougall, T Levesque (2000). Customer Satisfaction with services:
putting perceived value into equation, Journal of Services Marketing, 14(5), 392410......................................................................................................................... 13
24. GS Sureshchandar, C Rajendran (2002). The relationship between service
quality and customer satisfaction a factor specific approach, Journal of Services
Marketing, 16(4), 363-379..................................................................................... 14
25. LT Bei, YC Chiao (2001), An integrated model for the effects of perceived
product, perceived service quality, and perceived price fairness on consumer
satisfaction and loyalty, Journal of Consumer Satisfaction, Dissatisfaction and
Complaining Behaviour, 14, 125-140.....................................................................14
Perceived Product Quality.......................................................................................... 15
Consumer Loyalty..................................................................................................... 15
Consumer Satisfaction............................................................................................... 15
Perceived Service Quality........................................................................................... 15
Perceived Price Fairness............................................................................................ 15
1

1.
Russell-Bennett, R., McColl-Kennedy, J. R., & Coote, L. V. (2007).
Involvement, satisfaction, and brand loyalty in a small business services
setting. Journal of Business Research, 60(12), 1253-1260.
This study conducted by Russell-Bennett, R.,et. al (2007) examines the relationship
between attitudinal loyalty and behavioural loyalty in a business services context, and
attempts to identify two key antecedents of loyalty in this context. The authors cited
that, most of the previous studies is conducted from the view of small business
producers or sellers but not from the perspective of them as a buyer. The conceptual
framework is developed based on previous study done by Dick and Basu (2007) who
proposed that customer loyalty is the result of psychological processes and has
behavioural manifestations, and should therefore incorporate both attitudinal and
behavioural components. A longitudinal design is implemented, and data are captured
on both attitudinal loyalty and subsequent loyalty behaviours (i.e., actual purchase
behaviour). Sampling was targeted among business buyers who are customers of a
leading telephone directory advertising firm. Questionnaires were emailed to 1472
businesses, of which 1331 are effective and 267 responses were captured. The
models were estimated using LISREL. The findings demonstrate the value of
conceptualizing and measuring both attitudinal and behavioural components of brand
loyalty. Specifically, the results indicate that attitudinal loyalty mediates the effects of
the antecedents studied (category involvement and purchase satisfaction) on
behavioural loyalty.

2.
Sahin, A., Zehir, C., & Kitap, H. (2011). The effects of brand experiences,
trust and satisfaction on building brand loyalty; an empirical research on global
brands. Procedia-Social and Behavioral Sciences, 24, 1288-1301.
The present field study, conducted by Sahin et. al (2011) with actual consumers,
addresses the issue whether different consumers prefer different experiential appeals
and whether experiential types create the relationships between brand experiences,
2

satisfaction, trust and loyalty. Brand experience is defined as sensations, feelings,

cognitions, and behavioral responses evoked by brand-related stimuli that are part of
a brands design and identity, packaging, communications, and environments. Brand
experience influences satisfaction, trust and loyalty. Customer views that brand
experience are important in building loyalty. In this present research, the authors
propose the effects of brand experiences to build long-lasting brand and customer
relationship with brand trust, satisfaction, and loyalty.

3.
J Nam, Y Ekinci, G Whyatt, (2011). Brand Equity, Brand Loyalty and
Consumer Satisfaction, Annals of Tourism Research, 38(3), 1009-1030.

A study conducted by J. Nam et al. (2001) investigates the mediating effects of

consumer satisfaction on the relationship between consumer-based brand equity and
brand loyalty in the hotel and restaurant industry. Based on a sample of 378 British
national customers done in United Kingdom which were analysed using structural
equation modelling approach, the five dimensions of brand equityphysical quality,
staff behaviour, ideal self-congruence, brand identification and lifestyle-congruence
are found to have positive effects on consumer satisfaction. The findings of the study
suggest that consumer satisfaction partially mediates the effects of staff behaviour,
ideal self-congruence and brand identification on brand loyalty. The effects of physical
quality and lifestyle-congruence on brand loyalty are fully mediated by consumer
satisfaction.

4.
P Williams, E Naumann (2011). Customer Satisfaction and Business
Performance: A firm level analysis, Journal of Service Marketing, 25(1), 2032.
P Williams, E Naumann (2011) found that there are significant, and moderateto-strong associations between satisfaction levels and a firms financial and
market performance. The primary research method used in the study was a
longitudinal analysis of series of quarterly surveys of customer attitudes, in
relation to various company performance metrics of one large Fortune 100
company. The data were collected over a five-year period and were
3

analyzed with several statistical tests of association. More specifically, there

are strong links between customer satisfaction, and retention, revenue,
earnings per share, stock price, and Tobins q. The main implication of this
study is that the longitudinal findings demonstrate a strong consistent link
between customer attitudes and financial performance at the firm level.
Numerous experts have noted that marketing needs to document the
financial impact of marketing activities. Unlike most studies in this area,
this study investigated these associations at the firm level, rather than at
the aggregate or industry level where some relationships are potentially
hidden. The study also investigated the links between satisfaction and
financial performance in the business-to-business services sector, rather
than in business-to-customer services. Finally, the firm provided access to
large samples of real customer attitude data over a five-year period, rather
than from a cross-sectional study.

5.
E Torres-Moraga, AZ Vsquez-Parraga, J Zamora-Gonzalez, (2011).
Customer Satisfaction and loyalty: start with the product, culminate with the
brand, Journal of Consumer Marketing, 25(5), 302 313

E Torres-Moraga et. al (2011) reiterated that previous studies on customer satisfaction

and loyalty have focused on brand rather than product. Equally important to brand is
the product itself as the process of loving a brand starts with a product. The authors
cited that the product can be a good starting point for providing satisfaction and
generating loyalty, whereas the brand can be the mature stage of such processes.
This paper aims to investigate this issue and provide a product-brand typology. The
research type is in the form of empirical research on a partial application of the
typology. The results of the research show that the relationship satisfaction-loyalty is
significantly present when evaluating products alone albeit a weaker presence than
when evaluating brand alone. Such unequal presence is supported in both traditional
(bottled wine) and innovative (electronic) products even though it is much stronger in
innovative products. The relationship satisfaction-loyalty is also present when
evaluating product and brand combined, indicating that there is an intermediate
4

position between product and brand. In contrast, the literature treats brand and
product-brand as being in the same category thereby diminishing the importance of a
useful difference between brand and product-brand. There are practical consequences
of applying the typology and examining the findings. The relationship satisfactionloyalty starts with the product, includes the product-brand, and culminates with the
brand. This process is significantly more important regarding innovative products, such
as electronics, as compared to traditional products such as wine. In terms of originality
of study, this study introduces a typology underscoring the pursuit of satisfaction and
development of loyalty in three conditions of product presence versus brand presence,
that is, product alone, brand alone, and product and brand combined.

6.
Hennig-Thurau, T. and Klee, A. (1997), The Impact of Customer
Satisfaction and Relationship Quality on Customer Retention: A Critical
Reassessment and Model Development, Psychology and Marketing, 14(8), 737
764.
Hennig-Thurau, T. and Klee, A. (1997) noted that customer satisfaction with a
companys products or services is often seen as the key to a companys success and
long-term competitiveness. In the context of relationship marketing, customer
satisfaction is often viewed as a central determinant of customer retention. However, a
few empirical investigations in this area indicate that a direct relationship between
these constructs is weak or even non-existent. The aim of this article is to develop a
conceptual foundation for investigating the customer retention process, with the use of
the concepts of customer satisfaction and relationship quality. The article involves a
critical examination of the satisfactionretention relationship, and the development of a
more comprehensive view of the customers quality perception.

7.
EW Anderson, C Fornell, RT Rust, (1997). Customer Satisfaction,
Productivity and Profitability: Differences between Goods and Services,
Marketing Science, 16(2), 129145.

EW Anderson et al investigated whether there are conditions under which there are
tradeoffs between customer satisfaction and productivity.The findings indicate that the
association between changes in customer satisfaction and changes in productivity is
positive for goods, but negative for services. In addition, while both customer
satisfaction and productivity are positively associated with ROI for goods and services,
the interaction between the two is positive for goods but significantly less so for
services. Data used in the study were based on annual indices of customer
satisfaction provided by the Swedish Customer Satisfaction Barometer (SCSB) from
1989 to 1992.

8.
JMM Bloemer, HDP Kasper (1995). The complex relationship between
consumer satisfaction and brand loyalty, Journal of Economic Psychology, 16,
311-329.
JMM Bloemer, HDP Kasper (1995) investigated the relationship between consumer
satisfaction and brand loyalty. The development of theoretical framework started by
defining brand loyalty and customer satisfaction. In defining brand loyalty, a distinction
is made between repeat purchasing behaviour and brand loyalty. Furthermore, true
brand loyalty is distinguished from spurious brand loyalty. Two types of consumer
satisfaction are distinguished based on the amount of elaboration upon the evaluation
of the brand choice: manifest satisfaction and latent satisfaction. It is hypothesized
that the positive relationship between manifest satisfaction and true brand loyalty is
stronger than the positive relationship between latent satisfaction and true brand
loyalty. In other words, a moderator effect of the amount of elaboration upon the
relationship between consumer satisfaction and true brand loyalty is expected and
found. Also, some other effects are found indicating that the relationship between
consumer satisfaction and brand loyalty is not simple and straightforward.

9.
JT Bowen, SL Chen (2001). The relationship between customer loyalty
and customer satisfaction, International Journal of Contemporary Hospitality
Management, 13(5), 213-217.

JT Bowen, SL Chen (2001) studied the relationship between customer satisfaction and
customer loyalty in the hotel industry. The respondents were the customers of the
Lenox Hotel in Boston. The study makes use of the hotel's database to draw samples
for both focus groups and a mail survey. Based on 564 completed surveys from hotel
guests, the authors found the relationship between customer satisfaction and
customer loyalty was non-linear. The authors use the data to develop internal
benchmarks for the hotel based on scores that were representative of loyal customers.
The study makes use of the hotel's database to draw samples for both focus groups
and a mail survey.

11.
PB Barger, AA. Grandey (2006). Service with a Smile and Encounter
Satisfaction: Emotional Contagion and Appraisal Mechanisms, Academy of
Management Journal, 49(6), 1229-1238.
A study conducted by PB Barger, AA. Grandey (2006), is the first to demonstrate the
relationship between the degree of smile and service quality settings. The study
provides a comprehensive test of this mechanism by examining mimicry and mood as
mediators in service encounters, contrasting such mediation with a direct path through
perceived service quality. Independent coders recorded the strength of 220
employees' and customers' smiles at three points in time during real service
encounters, and 173 customers completed post encounter surveys. Employees mood
and the degree of smile influenced customers smile strength during their encounter,
thus regard as quality service.

12.
HS Jung, Y HyeHyun (2012). Why do satisfied customers switch? Focus
on the restaurant patron variety-seeking orientation and purchase decision
involvement, International Journal of Hospitality Management, 31, 875 884.
This study by HS Jung, Y HyeHyun (2012) intends to examine the relationship
between customer satisfaction, loyalty, and switching intent in family restaurants and
verify the moderating effect of customer variety-seeking orientation and level of
involvement in purchase decision making on such relationship. Company efforts to
make customers switch from competitive brands to their own or induce them to
repurchase their own brands are very important in their marketing activities and in this
7

regard studies of customer variety-seeking orientation and level of involvement in

decision making play a crucial role in explaining customers product selection
activities. A total of 305 useable data gathered from customers of family restaurants
based in Korea were used for data analysis. The results showed a positive relationship
between customer satisfaction and loyalty. Participants expressing a high level of
satisfaction were more likely to switch restaurants. Whether customers feel loyalty
determines their switching intent. There were moderating effects related to customer
variety-seeking orientation in the causal relationships between customer loyalty and
switching intent.

13.
R Mosahab, O Mahamad, T Ramayah (2010). Service Quality, Customer
Satisfaction and Loyalty: A Test of Mediation International Business Research,
International Business Research, 3(4), 7380.
R Mosahab et al (2010) found that in all aspects, customers expectation, are higher
than their perceptions of the Banks operation, despite the fact the quality of offered
services is low. In addition, this research findings show that the customer satisfaction
plays the role of a mediator in the effects of service quality on service loyalty.The
present research conducted by the authors in 2009/2010, focusing on customers of
Sepah Bank located in Tehran, Iran. The purpose of the research is to determine the
quality of services offered by the Bank, and also to study the relationship between the
service quality, satisfaction and loyalty. In this research, the service quality standard
model has been used for evaluation of service quality, Gremler and Brown (1996)
model with some revision was used for evaluating the loyalty, and the instrument
offered by Bitner and Hubbert (1994) was used for evaluation of customer satisfaction.
A total of 147 customers of this bank were sampled.

14.
H Qin, VR Prybutok (2009). Service quality, customer satisfaction, and
behavioural intentions in fast-food restaurants, International Journal of Quality
and Service Sciences, 1(1), 78-95.
Results from a study done by H Qin, VR Prybutok (2009) indicated that five
dimensions

were

significant:

tangibles,
8

reliability/

responsiveness,

recovery,

assurance, and empathy. Service quality and food quality were two main determinants
of customer satisfaction. The insignificance of perceived value is potentially due to the
homogeneous nature of the construct within the fast-food restaurants (FFR) group
rather than the importance of the perceived value construct within food service. The
research provides good information on the dimensions or the constructs that served
as antecedents to the customer satisfaction. In this research the FFR success model,
using the original five in the SERVPERF scale and another new dimension recovery
to measure service quality, was empirically examined in the fast food industry.

15.
F Olorunniwo, MK Hsu (2006). A typology analysis of service quality,
customer satisfaction and behavioral intentions in mass services, Managing
Service Quality, 16(2), 106-123.
The research conducted by F Olorunniwo, MK Hsu (2006) utilised service
classification scheme developed by Schmenner (1986, 2004) and concentrate on
mass industry, specifically in retail banking. The research findings supported the
propositions that SQ (service quality) has a significant direct impact on behavioural
intention (BI). Moreover, satisfaction fully mediates the impact of SQ on BI in mass
service. Even though service recovery does not prove to be of significant, but an
accurate investigation of failures and adequate service recovery should always be on
bank managers checklist.

16.
SL Sondoh Jr, MW Omar, NA Wahid, I Ismail (2007). The Effect Of Brand
Image On Overall Satisfaction And Loyalty Intention In The Context Of Color
Cosmetic, Asian Academy of Management Journal, 12(1), 83107.
SL Sondoh Jr et al (2007) examined the effect of brand image benefits on satisfaction
and loyalty intention in the context of color cosmetic product. Five brand image
benefits consisting of functional, social, symbolic, experiential and appearance
enhances were investigated. A survey carried out in Malaysia on 97 females showed
that functional and appearance enhances significantly affect loyalty intention. Four of
brand image benefits: functional, social, experiential, and appearance enhances are
9

positively related to overall satisfaction. The results also indicated that overall
satisfaction does influence customers' loyalty. The results imply that marketers should
focus on brand image benefits in their effort to achieve customer loyalty.

17.
HY Ha, S Janda, SK Park (2009). Role of satisfaction in an integrative
model of brand loyalty: Evidence from China and South Korea, International
Marketing Review, 26(2), 198-220.

HY Ha et al (2009) found that customer orientations role in brand loyalty

enhancement is positively associated with customer satisfaction when employees
activities meet initial consumer expectations. This has supported the establishment of
the mediating role of satisfaction in the context of brand loyalty formation. The
research conducted by the authors is to develop and test alternative models of the
brand loyalty process by examining the effects of customer orientation, brand
association, perceived service quality, and satisfaction on brand loyalty utilizing data
from South Korea and China. Six competing models were proposed which posit direct
relationship from satisfaction to brand loyalty.

18.
A Caruana (2002). Service Loyalty The Effects Of Service Quality And
The Mediating Role Of Customer Satisfaction, European Journal of Marketing,
36(7/8), 811-828.

The study conducted by A Caruana (2002) attempts to contribute to the development

of a conceptual framework that integrates service loyalty, service quality and customer
satisfaction. Service loyalty has been defined as the degree to which a customer
exhibits repeat purchasing behavior from service provider, possesses a positive
attitudinal disposition toward the provider and considers using only this provider when
a need for this service exists. The definition of customer satisfaction used in the study
of retail banking is Involves a post purchase, global affective summary response, that
may be of different intensities, occurring when customers are questioned and
undertaken relative to the retail banking services offered by competitors. To measure
service loyalty, the researcher utilized 12 item measure suggested by Gremler and
Brown (1996), while 21-item SERQUAL was used to assess service quality, and
10

Instrument provided by Bitner and Hubbert was used to measure Customer

satisfaction. The study concluded that customer satisfaction mediates service quality
on service loyalty. In addition, it is also evidenced that education and age of
consumers assumed a major role in determining the different perceptions of
customers about the constructs being examined.

19.
D Iacobucci, A Ostrom, K Grayson (1995), Distinguishing Service Quality
and Customer Satisfaction: The Voice of the Consumer, Journal of Consumer
Psychology, 4(3), 277-303.

The study conducted by D Iacobucci (1995) sought the opinion of the consumers on
the two constructs: service quality and customer satisfaction. The study involved 2
separate data collection, the first is to find disconfirmation gap while the second
attempts to estimate consumers experience with the service. The samples of both
data collection involved a group of MBA students from Midwestern business school.
The findings suggested that there are no distinctive differences between quality and
Customer satisfaction (CS) with regard to disconfirmation, keeping promises,
customisation, empathy, friendliness or purchase intentions. However, in terms of kind
and amount, the finding suggested that price, back stage and expertise affects more
judgement of service quality (SQ) while timeliness, service recovery and physical
environment affect CS. It also supports that both SQ and CS influenced the purchase
intention.

20.
H Oh (1999). Service quality, customer satisfaction, and customer
value: A holistic perspective, International Journal of Hospitality Management,
18, 67-82.

H Oh (1999) noted that the hospitality literature was not able to detect any previous
research which relates service quality, perceived value, customer satisfaction, and
repurchase intention. The study suggested that customers will consider perceived
service quality, value and satisfaction in considering which hotels to lodge in.
Perceived value influenced word-of-mouth (WOM) directly and indirectly via customer
satisfaction and purchase intention.

11

21.
JC Suh, Y Youjae (2006). When Brand Attitudes Affect the Customer
Satisfaction-Loyalty Relation: The Moderating Role of Product Involvement,
Journal Of Consumer Psychology, 16(2), 145155.

JC Suh, Y Youjae (2006) investigated the moderating role of product involvement in

the customer satisfaction-loyalty relation framework. The authors cited that loyalty is
presumably a consequence of satisfaction and brand attitudes (Oliver, 1999). Brand
attitude is defined as a liking for the product. It is also noted that the attitude is a
consequence of satisfaction which developed based on indirect experiences. Past
experience, advertising, and corporate image are all determinants (antecedents) of
brand attitudes. Product involvement is defined as perceived personal relevance and
is classified as either situational or enduring. The findings show that:

Customer satisfaction has both direct and indirect effects on loyalty, whereas ad
attitudes and corporate image have only indirect effects through their mediating
influence on brand attitudes.

Product involvement decreases the direct effects of satisfaction on brand

attitudes and loyalty, but it increases the indirect effects of ad attitudes and
corporate image.

22.
HY Hu, CC Cheng, SI Chiu (2011). A study of customer satisfaction,
customer loyalty and quality attributes in Taiwans medical service industry,
African Journal of Business Management, 5(1), 187-195.
HY Hu (2011) examined how overall customer satisfaction and customer loyalty
associate with the medical service quality attributes offered in Taiwan using Kanos
integrated model and the Customer Satisfaction Index Model, specifically ACSI Model.
The data were collected from 923 questionnaires distributed to 15 hospitals in Taiwan.
Statistical analysis tools used were SPSS 12.0 and AMOS. The results show that
customer satisfaction was influenced by the one-dimensional and attractive attributes,
and negatively affected by customer complaints. Surprisingly, the must-be attributes
could not predict customer satisfaction, which suggests that competitive convergence
played a role within the Taiwan context. Moreover, customer loyalty proved to be
12

independent of customer satisfaction and customer complaints, which may have been
due to the barriers erected to dissuade patients from changing to a new provider. The
major finding suggests that hospital managers should identify and emphasize the
relevant one-dimensional and attractive attributes so as to increase patient satisfaction
levels. Other findings reveal new insights for researchers concerned with the quality of
medical services offered in Taiwan, as well as for hospital managers who must
distribute their limited resources in order to achieve the highest possible patient
satisfaction.

23.
GHG McDougall, T Levesque (2000). Customer Satisfaction with services:
putting perceived value into equation, Journal of Services Marketing, 14(5), 392410.

The objective of the research conducted by GHG McDougall (2000) is to test a more
comprehensive model of customer satisfaction in service settings incorporating
perceived value. The model suggested that perceived service quality and perceived
value determine satisfaction, and hence future intentions. In this study, Perceived
value is defined as the consumers overall assessment of what is received relative to
what is given (Zeithaml, 1988). To enable a better generalization of the model, the
research selected 4 different services namely dental services, auto service (oil change
and lubricant), restaurant and hair stylist. The items developed for questionnaire were
based on previous studies as well as other aspects of service quality, problems
characteristics, past experience and demographics. Participants of the research were
from consumers attending a church congregation in Canada. The finding supported
that perceived value and service quality dimensions should be incorporated into
customer satisfaction model to provide a more complete picture of antecedents of
satisfaction.

24.
GS Sureshchandar, C Rajendran (2002). The relationship between
service quality and customer satisfaction a factor specific approach, Journal
of Services Marketing, 16(4), 363-379.

13

GS Sureshchandar (2002) analysed the previous researches on SERVQUAL

instrument and noted that it has overlooked other important elements of service
quality:

Core service/ service product

Human element of service delivery,
Non-human element of service delivery
Tangibles of service
Social responsibility

The authors also argued that customer satisfaction can be assessed using these
similar factors. Data were collected from bank customers in India. The sampling
procedure engaged was stratified random sampling based on the type of bank (public
sector, private sector and foreign bank). About 150 customers were randomly selected
from each group and personal-contact approach was used to collect data. A total of
452 customers from 51 different banks were invited of whom 277 are effective
respondents gathered from 43 banks. Based on the findings, it can be concluded that
service quality has direct relationship with customer satisfaction. However, there exist
differences between the two constructs, thus marketers must view them separately.
Quality improvement program must focus on improving service quality as well as
customer satisfaction.

25.
LT Bei, YC Chiao (2001), An integrated model for the effects of perceived
product, perceived service quality, and perceived price fairness on consumer
satisfaction and loyalty, Journal of Consumer Satisfaction, Dissatisfaction and
Complaining Behaviour, 14, 125-140.
The objective of the study conducted by LT Bei, YC Chiao (2001) is to develop an
integrated model consisting of the tangible (product quality, service quality, and price)
and intangible part (perceived product quality, perceived service quality, and perceived
price) of a product that may affect customer satisfaction and loyalty. The study was
performed in Taiwans auto repair and maintenance service industry. Confirmatory
Factor Analysis and Path Analysis were done using LISREL model to test the
hypotheses.

14

The findings supported the hypotheses that perceived product quality, perceived
service quality, and perceived price are all positively related to consumer satisfaction,
which in turn influence consumer loyalty.

15