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In today’s modern world all most all the companies are getting competitive. The primary objective of each and every company is to be successful. In the exporting and importing industry service quality is an important consideration which is why it is important to achieve the maximum customer satisfaction by providing quality services. Customer satisfaction is especially related with customer loyalty. The evaluation between the service prospect and what is essentially received is considered as service quality.
The customer satisfaction implies that how a customer senses service delivery. The customer satisfaction is a function of service performance corresponding to the customer expectation. It is important to understand how customer expectation is formed in order to identify the factors of service in this industry due to these reasons. The different customers have different expectations, based on their knowledge of a product or service Reisig & Chandek (2001). This implies that a customer can estimate what the service performance will be or may think what the performance is like to be from looking at the service providers. The common identification is that when the service performance meets or exceeds customers’ expectation, the customers will be satisfied. Notably the customer satisfaction relies on service quality provided by the service provider.
As mentioned above even the previous researches showed that the customer satisfaction and the service quality can access the customer perception. The importing industry has come to a specific level compared to the past years. Parasuraman et al. (1985) discovered a new model for measuring service quality provided by various organizations. In this proposed study, the service quality measurement as well as gap analysis is used to find the difference between customers’ expected service performance and actual service performance. Furthermore, when the expected level of service to be provided to the customers greater than the actual level of service provided by any organization, then the service quality offered is considered as low and vice versa.
There is a tendency towards presenting the services and qualities as that has a significant role in service industry. The service quality is very important for the surviving and for the profit making of the organization, which can make effects on customer’s satisfaction and motivation as well in positively. The customer’s satisfaction and service quality are considered as vital affairs in mostly service industry nowadays (Ying-feng et al., 2009). Service quality can have many different meanings in different contexts, but still it tries to implicate the same rationale. Bitner and Hubbert (1994) defined service quality as ‘‘the consumer’s overall impression of the relative inferiority or superiority of the organization and its services’’. Parasuraman, Zeithaml, and Berry (1985) defined perceived service quality as ‘‘a global judgment, or attitude relating to the superiority of a service’’ and noted that the judgment on service quality is a reflection of the degree and direction of discrepancy between consumers’ perceptions and expectations. Service quality is conceptualized as an overall assessment of service by the customers. It can be said as a key decision criterion in service evaluation by the customers. Comparison between customers’ prior expectations about the service and their perceptions after actual experience has given the results in perceived service quality. Same as the service outcomes the service quality perceptions also involve evaluation of the service delivery process. A firm’s ability to serve the customer needs as well as to maintain its competitive advantage also affects the customer perception of service quality.
The service quality and customer satisfaction has been considered very important to help to improve the overall performance of business (Magi & Julander, 1996), This bring us an understanding of how service providers will have more opportunity to support their customers to meet their expectation levels with gaining maximum profit from the business. Moreover, it can be said that customer satisfaction and service quality is inversely related. In relation to the above stated and the previous that have carried upon under this shows that, the service quality leads to higher customer loyalty with the customer satisfaction. The import and export industry currently in Sri Lanka plays a major role, constrictively and this has attained a good image where it has directed the customer satisfaction as well recognized industry all around the globe. Services are two sided the positive and negative both bring different aspects, and this is relying on the base of the customer, considering that an unfavorable image leads to dissatisfaction same as the favorable image takes to the satisfaction.
The import industry has been changed throughout the time dramatically from traditional to current growing level all around the globe with the wants and needs of the people. In the modern times most of the people are image, the ability to persuade the customer perception of focused to build up the customer loyalty and strong the goods or services offered at the end which will reflect on the customer satisfaction. This study contributes to a conceptual model that, reflecting the mediating role of customer satisfaction and the moderating role of perceived value, indicates the effect of service quality on customer satisfaction in the industry. The analysis confirms that customer satisfaction is positively influenced by service quality, whereas customer satisfaction and service quality have a mutual benefit.
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