Howcroft customer service in selected branches of

Howcroft
(1992) in his research relating to customer service in selected branches of a
UK clearing bank reported the results of a pilot survey which examined the
quality of service given to customers at pre-selected branches of a major UK
clearing bank. He viewed that customer satisfaction was the most important
determinant of service quality. Although, a number of discernable
inconsistencies or gaps are identified between what bank staff said on being interviewed
and what was observed, The researcher noted that the divergent thoughts seemed
to agree with the concept that customer perceptions of the level of service
quality are determined by comparing expectations with actual performance, which
provides further underpinnings for the measurement concepts advanced in this
study.

Anderson,
Fornell, and Rust (1997) also emphasized the leading role of customer
satisfaction and productivity for the company’s success. Their research
stresses that companies need to excel in both customer satisfaction and
productivity, in other words in “quality” and “quantity,” in order to gain
business growth, positive word of mouth about the company and as an increase in
the company’s overall profitability and image.

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Many
studies have quoted the importance of service quality in determining customer
satisfaction with a service encounter (Stevens, et al., 1997). Service quality
is found to be an important factor for customer satisfaction and return
intention especially in a restaurant setting. A survey in a Chinese restaurant
by Qu (1997), customers have commented that service and courtesy dimension was
second only to the food and environment dimension in terms of determining the
customer’s probability of returning to a restaurant. In addition, the results
of a study of ambient restaurant patrons in Hong Kong, confirmed that the
service quality dimension contributed strongly to customer intent to return to
a given restaurant (Kivela, et al., 2000)

In
the study of customer expectation factors, Soriano (2002) found that after
quality of food, quality of service was ranked the second most important factor
in determining the customer’s decision to return to the restaurant. Different
segment seeking benefits were found in a study between the measurement of
tourist satisfaction to the service of restaurants. Yuksel and Yuksel (2002)
mentioned these differences and proved that service quality had the most
significant effect on dining satisfaction at the aggregate market level.