Association of Service Quality with Customer Satisfaction
DOI:
https://doi.org/10.52633/jms.v2i2.29Keywords:
Reliability, Responsiveness, Assurance, Empathy, Tangibles, Service QualityAbstract
The purpose of this explanatory research is to investigate the relationship of service quality with customer satisfaction. To examine the relationship, the study was conducted on students of the executive MBA program at a business school in Karachi, Pakistan. The research technique adopted for this study was probabilistic in nature. Both variables under consideration are observed through multiple dimensions. A chi-square test was performed to test the relationship between the qualitative variables. Findings indicate that service quality and all its dimensions have a significant and positive association with customer satisfaction at the university level. The education sector is a significant industry in Pakistan’s economy and has seen unparalleled growth and progression over the last decade. Therefore, this study has been explicitly conducted to look into the service quality phenomenon and seek credible scientific justification in this regard by studying service quality as one of the main influential factors towards customer satisfaction.
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