Effects of standardization and customization level on service quality, customer satisfaction and loyalty, and moderating roles of service nature and customer needs

The issue of whether or not total standardization or total customization is really a workable solution in Service Quality has been widely debated. The Standardization and Customization of service decisions has been viewed as a field with completely two extremes. Looking at Gronroos theory of Serv...

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Main Author:	Kasiri, Leila Agha
Format:	Thesis
Language:	English
Published:	2015
Subjects:	Customer services Consumer satisfaction Employee loyalty
Online Access:	http://psasir.upm.edu.my/id/eprint/91920/1/GSM%202015%203%20-%20IR.pdf
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id	my-upm-ir.91920
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spelling	my-upm-ir.919202022-02-28T08:27:51Z Effects of standardization and customization level on service quality, customer satisfaction and loyalty, and moderating roles of service nature and customer needs 2015-10 Kasiri, Leila Agha The issue of whether or not total standardization or total customization is really a workable solution in Service Quality has been widely debated. The Standardization and Customization of service decisions has been viewed as a field with completely two extremes. Looking at Gronroos theory of Service Quality which proposes that service quality has two dimensions or aspects namely technical and functional quality, this study is an attempt to further develop the Gronroos theory on service quality to venture into service marketing contributing to Customer Relationship Management (CRM) and eliminating the paradox that standardization and customization cannot go hand in hand. This is done by integrating customization-standardization continuum in Gronroos model using hotel, hospital and education industries, and samples has been drawn from various classes of hotels, hospitals and from 'higher learning institution in Malaysia using the Structural Model Analysis where Partial Least Square SEM (PLS-SEM) is employed. Expert opinions were sought in the design and wordings of questionnaires pertaining to Hotel, Hospital and University before they were distributed. A pilot test was then conducted before the actual study took place. The analysis of data went through path analysis, stringent mediating and moderating tests to test the hypothesis. The results indicate the simultaneous presence of standardization and customization, although the level may vary. The results suggest that between standardization and customization, standardization has a stronger impact on technical and functional quality dimensions of service quality. The results also show that the impact of customization on service quality dimensions are similar whereas the impact of standardization are different. These imply that efficiency and effective management of services lead to perception of better service quality in the three service industries studied in Malaysia. Confirming previous studies customer satisfaction mediates the relationship between different aspects of service quality (technical and functional quality) and customer loyalty. On separating the industries based on the heterogeneity of the data, the study showed that moderating effects of service nature and customer needs on the relationship between standardizationfcustomization and technical/functional quality differ across industries. Customer services Consumer satisfaction Employee loyalty 2015-10 Thesis http://psasir.upm.edu.my/id/eprint/91920/ http://psasir.upm.edu.my/id/eprint/91920/1/GSM%202015%203%20-%20IR.pdf text en public doctoral Universiti Putra Malaysia Customer services Consumer satisfaction Employee loyalty Teoh, Kenny Guan Cheng
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English
advisor	Teoh, Kenny Guan Cheng
topic	Customer services Consumer satisfaction Employee loyalty
spellingShingle	Customer services Consumer satisfaction Employee loyalty Kasiri, Leila Agha Effects of standardization and customization level on service quality, customer satisfaction and loyalty, and moderating roles of service nature and customer needs
description	The issue of whether or not total standardization or total customization is really a workable solution in Service Quality has been widely debated. The Standardization and Customization of service decisions has been viewed as a field with completely two extremes. Looking at Gronroos theory of Service Quality which proposes that service quality has two dimensions or aspects namely technical and functional quality, this study is an attempt to further develop the Gronroos theory on service quality to venture into service marketing contributing to Customer Relationship Management (CRM) and eliminating the paradox that standardization and customization cannot go hand in hand. This is done by integrating customization-standardization continuum in Gronroos model using hotel, hospital and education industries, and samples has been drawn from various classes of hotels, hospitals and from 'higher learning institution in Malaysia using the Structural Model Analysis where Partial Least Square SEM (PLS-SEM) is employed. Expert opinions were sought in the design and wordings of questionnaires pertaining to Hotel, Hospital and University before they were distributed. A pilot test was then conducted before the actual study took place. The analysis of data went through path analysis, stringent mediating and moderating tests to test the hypothesis. The results indicate the simultaneous presence of standardization and customization, although the level may vary. The results suggest that between standardization and customization, standardization has a stronger impact on technical and functional quality dimensions of service quality. The results also show that the impact of customization on service quality dimensions are similar whereas the impact of standardization are different. These imply that efficiency and effective management of services lead to perception of better service quality in the three service industries studied in Malaysia. Confirming previous studies customer satisfaction mediates the relationship between different aspects of service quality (technical and functional quality) and customer loyalty. On separating the industries based on the heterogeneity of the data, the study showed that moderating effects of service nature and customer needs on the relationship between standardizationfcustomization and technical/functional quality differ across industries.
format	Thesis
qualification_level	Doctorate
author	Kasiri, Leila Agha
author_facet	Kasiri, Leila Agha
author_sort	Kasiri, Leila Agha
title	Effects of standardization and customization level on service quality, customer satisfaction and loyalty, and moderating roles of service nature and customer needs
title_short	Effects of standardization and customization level on service quality, customer satisfaction and loyalty, and moderating roles of service nature and customer needs
title_full	Effects of standardization and customization level on service quality, customer satisfaction and loyalty, and moderating roles of service nature and customer needs
title_fullStr	Effects of standardization and customization level on service quality, customer satisfaction and loyalty, and moderating roles of service nature and customer needs
title_full_unstemmed	Effects of standardization and customization level on service quality, customer satisfaction and loyalty, and moderating roles of service nature and customer needs
title_sort	effects of standardization and customization level on service quality, customer satisfaction and loyalty, and moderating roles of service nature and customer needs
granting_institution	Universiti Putra Malaysia
publishDate	2015
url	http://psasir.upm.edu.my/id/eprint/91920/1/GSM%202015%203%20-%20IR.pdf
_version_	1747813693755752448

Effects of standardization and customization level on service quality, customer satisfaction and loyalty, and moderating roles of service nature and customer needs

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