Regression modelling analysis of the relationship between service quality and customer satisfaction: a case of tourist agricultural farm
by Rozaini Muhammad Rozkee; Norehan Jaafar; Hayati Abdul Jalal
International Journal of Modelling in Operations Management (IJMOM), Vol. 6, No. 1/2, 2016

Abstract: The study investigates the relationship between service quality and customer satisfaction of a popular tourist agricultural farm cafeteria. The five dimensions of service quality (SERVQUAL) were used to measure the customer's satisfaction level at KHM Strawberries and Jam Cafe. These include tangible, reliability, responsiveness, empathy and assurance. Multiple regression analyses were used to examine these relationships based on sample from 420 customers of the café. The results indicate that all SERVQUAL dimensions except responsiveness were important for increasing the level of customer's satisfaction. Assurance and empathy were found to be the most important dimensions for customer satisfaction, which in turn can influence the sale of the business. The findings provide evidence that service quality plays an important role for increasing the level of customer satisfaction, and helps scholars and managers to better understand the effect of service quality through which customer satisfaction benefits business sale. Finally, this study discusses managerial implications and highlights future research directions.

Online publication date: Thu, 05-Jan-2017

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