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EPHEMERA
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ISSN: 1298-0595
Vol.27; No. 4 (2015)
The consideration of realized services quality on customers’
satisfaction, trust and loyalty (the case study: the users of Saderat
Bank website)
Mojtaba Khorakian1, Amir Gharehgouzlouei2, Seyyed Mohammad Mahmoudi3, Davood
Kaveh4
1
Master student of Executive Management, Neyshabur Branch, Islamic Azad University,
Neyshabur, Iran
2
Master student of Executive Management, Neyshabur Branch, Islamic Azad University,
Neyshabur, Iran
3
Master student of Executive Management, Neyshabur Branch, Islamic Azad University,
Neyshabur, Iran
4
Assistant professor, Executive Management, Neyshabur Branch, Islamic Azad University,
Neyshabur, Iran
ABSTRACT
The recent searches being done in the world are signifying the useful role of
realized services quality from customers on their trust and loyalty. Therefore the
present research considers the effect of realized services quality on customers`
satisfaction, trust and loyalty among the users of Saderat Bank website. In this
direction, questionnaire has been designed and it was distributed among 316
persons of Saderat Bank website users in Tehran. The data was analyzed by
SPSS, lisrel-8.5 software and Kolmogorov- Smirnov tests. In general the
obtained results of statistics analysis are signifying the hypotheses being
confirmed. Generally the present research showed:
1. The quality of realized services has a positive and meaningful effect on
customers` satisfaction in Saderat Bank
2. The quality of realized services has a positive and meaningful effect on
customers` trust in Saderat Bank
3. The quality of realized services has a positive and meaningful effect on
customers` loyalty in Saderat Bank
KEY WORDS: the quality of realized services, satisfaction, trust, customers`
loyalty
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ISSN: 1298-0595
Vol.27; No. 4 (2015)
Introduction
The concept of loyalty has existed for centuries. As an example Dick and Basu
(1994) have emphasized on customer`s loyalty as a power of communicating
relationship between person`s attribute to the existence (brand, service, store,
seller and …) and repurchasing. Creating loyalty in customers has been
significant- ly in nowadays business in case of that loyal customers have turned
to an important component of organized success. Loyal customers buy more,
spend more money and usually they advertise orally, this item is considered a
positive item. As a result new departments have Intend to identify and manage
effective methods in creating loyalty being called loyalty programs. Nowadays
we live in such a society that asking for business is more than previous times.
No business can endure without loyal customers except public departments. In
addition to this as customers` expectations are increasing frequently,
departments should meet more than customers` usual need and changing their
focus from just meeting customer`s needs to create loyalty and trust by making
long term and 2-sided and profitable communication between both sides (Dick
and Basu, 1994)
According to Richard Oliver et al. definition loyalty is a deep and continuous
commitment to repurchase the desirable product/service in future. By this tool
and according to conditional factors and marketing affairs being effective on
changing behavior, it results in repurchasing of the similar mark or a set of the
same mark (Davis- Sramek et al. 2007,5).
In the beginning of 1960s the dimension of loyalty were defined by including
behavioral and attribute conceptions. We focus on observational function of
customer`s loyalty by behavioral researches (repurchasing behavior). Viewpoint
researches consider the commitment and intend of repurchasing (Russel and
Bennet et al, 2007, 1254). Henning- Thurua and Klee belived that the studies
being done on satisfaction and loyalty are divided to 3 groups. The first group
has been obtained from the literature of service management and in general its
studies are on the relationship between satisfaction and loyalty in company.
According to their studies satisfaction is a pre-background of loyalty having
effect on company`s profits. The second group have focused on person level
and have considered customer`s preservation according to customer`s
repurchasing. These factors have an important defect because of existing
difference between customer and his behavior.
The second group claimed that loyalty is influenced by satisfaction, even if
their relation isn`t reasonable. The third group being a few have emphasized on
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the relationship between satisfaction and loyalty in person level according to the
data of real purchasing. Their findings indicate the existence of a weak or
worthless relationship between satisfaction and the behavior of repurchasing
(loyalty) (Bodet, 2008, 157). The increasing of local and universal competitions
in markets force departments to meet modern way for more success in long
term. Nowadays
The aim of purchasing is managing requests from growing customer in the
ladder of loyalty to departments. These days customers don`t have enough
satisfaction and departments should not be happy with their own customers`
satisfaction. They should make sure that satisfied customers are loyal ones too.
Nowadays the severity of competition is observed in productive and service
fields throughout the world and it`s completely obvious that this factor make
more difficult the customers` preservation and increasing their loyalty in such a
space day to day (Allameh, Mohsen/ Noktehdan, Imaneh, 1389). As more than
half of the impure production of most world countries is obtained from services,
therefore paying attention to this section is very important. Quality is one of the
most criteria of services` evaluating, an extent conception that different parts of
department having commendation to it (Mahmoudi, Ahmad et al. 1390),
therefore providing services` quality is a basic and future challenge of active
companies in this field. The focusing on the lack of quality means having
emphasis on their customers. Having more emphasis on customers means
having more emphasis on service quality. According to the results of researches
in service departments, the quality of service is one of the most important
factors having effect on increasing customers` satisfaction and as a result it
increases their loyalty (Allameh, Mohsen/ Noktehdan, Imaneh, 1389) and also it
means the increasing customer`s self confidence in the abilities of presenting
the services of satisfaction and customer`s loyalty is considered as a key factor
(Shirshendu Ganguli, Sanjit Kamar Roy, 2011). So the present study has intend
to consider the effect of realized services quality on customers` satisfaction,
trust, loyalty among the users of Saderat Bank website.
Research literature
Services quality
The quality of services can have different meanings in different concepts. Many
of the university persons and researchers have defined the quality of services
according to different theoretical hypotheses. As an example Bitner and Hubert
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(1994) have defined the quality of services as user`s beyond realization or
general
beyond realization from department and its services. Parasoraman, Zitamel and
Beri (1985) have defined the quality of realized services as a global judgment or
an attribute related to the superiority of a service and have mentioned that
judgment about the quality of services is a reflection of disagreement degree
and rate between consumers` realizations and expectations. On the basis of this
definition, Parasoraman and others have presented the ciroqual model being a 5dimension scale concluding being tangible dimensions, reliability, responding
and sympathy. This framework and scale were used in a vast extent of different
parts of industry. International standard department has defined service as a part
of final productive process which its aim is to create surplus value for customer.
The important point is that creating value is more than the whole used sources
in the process of production. Surplus value is playing a key role in determining
failure or success of a market and in fact in choosing customers for accepting or
rejecting cased goods or service. Usually services are invisible. So their
explanation for providers and judgment about them is a difficult task for
customers (143, 1998, 40). Success in promoting the realized value of service
and service quality result in surplus value for customers. The presenter of
service should have intend to promote realized value and quality from
customer`s viewpoint. As the measurement of obtained success for a service has
direct relation with value being realized by the customer. In competitive
environments, customers don`t buy a service just as its being good and
appropriate. They buy a service because the service and its quality have
suggested the best choice and the best realized worth according to their right of
choosing (38, 1998, 41). Service is the customer`s final realization from an
output of a process. Customers have different values and criteria for judging a
service. In fact they may have different realization of a similar service in a time.
But the important point is that what isn`t realized of a service by customers has
not existed in fact.
The quality of services is a multidimensional issue. In fact the quality of a
service has 3 dimensions: the task (process) dimension, the technical dimension
and the service image. Some scholars have suggested this issue that paying
attention to the task dimension and using from task quality attribute of services
for explaining and predicting users` behavior, may cause us not to realize the
quality of services
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Well and such a prediction has low validity. Researchers face with 2 viewpoints
on the quality of services: American viewpoint and European viewpoint.
American viewpoint emphasizes on the task quality approach of services while
the European one emphasizes on 2 components of technical dimension and
service image in addition to task dimension of services. A critic on the
American model refers to this point that the model is focusing just on the
process of services delivery and does not refer to their outputs. The interesting
point is that the presenters of ciroqual model emphasized on this point that the
quality of services include both dimensions of task (process) and technical
output. Although iroqual model doesn`t include any measurement tool for the
dimension of service technical quality (267, 2004, 42).
For dividing letinen services quality and letinen defining services quality, it is
divided to 3 parts of physical, exchanging quality and the quality of service
company (company image). Physical quality is related to tangible dimensions of
presented services. Exchanging quality concluding the exchanging nature of
services refers to the currency existing between the customer and the service
presenter. Company quality refers to the image being created in the potential
customer`s mind. They believe that company quality (the image of service
company) have more consistency than 2 other cases in the period of time. Also
Groness identified the 2 dimensions of services quality in this way: technical
dimension (what does the service present) and task dimension (how the service
is presented).
Customer`s satisfaction
The knowledge of modern management considers customer`s satisfaction as a
basic standard of function and possible standard for excel of every business
department. Customer`s satisfaction has many advantages for company. In fact
as customer`s satisfaction be more, his/her loyalty be more too. Keeping good
customers is more useful than attracting new ones. Satisfied customers decrease
the cost of attracting new customers by having oral positive advertisement such
as oral advertisement (Tajzade, Namin, 1382). For customers` complete
satisfaction , More services than their needed ones should be presented
(customer`s making happy). Satisfaction is a part of successful relationship so
that it can influence other components.
Trust
Trust is a key component in a business relation, and the determiner of this issue
that to what expanse the person of each side of relation can adopt the promises
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of the other one. Trust is a central variant in long term interactions. Morgan and
Hunt (1994) considered trust as a key structure relational marketing model.
More trust between purchaser and seller cause more gain and longer term
interactions.
Loyalty
Its emerging turns back to the beginning of 1940s. Frequently it is defined as
creating commitment to customer for doing deal with special department and
purchasing goods and services. But there is a comprehensive definition of
loyalty. In this viewpoint loyalty is considered as a strong commitment for
purchasing a product or a better service in future, so that the same mark or
product despite of potential marketing efforts and signs is purchased. The
concept of loyalty in customer and providing loyal customers in business
framework is described as “ creating commitment in customer for doing deal
with a special department and purchasing goods and services frequently”. But
there is a more complete definition of loyalty that Richard Oliver (1999) has
suggested: a strong commit-ment for purchasing a product or a better service in
future, so that the same mark or product despite of potential marketing efforts
and effects is purchased.
Research background
1.Allameh and Noktehdan (1389) did a research as the consideration of services
quality on customer`s loyalty (case study of Isfahan 4-5 star hotels). The
findings of research indicate the existence of a positive and meaningful
relationship between services quality and customer`s loyalty. Further the
findings showed that trust variants and satisfaction play a mediator role in the
relationship of service quality and loyalty, and they themselves have a positive
and meaningful effect on creating loyalty.
2.Sorayayi et al. (1392) did a research as the consideration of service quality
effect and customer`s loyalty (case study:the branches of Melli Bank in Babol),
the obtained results indicate that the variants of customers` satisfaction, being
Tangible and responding by having the coefficient of positive and meaningful
route have a positive effect on the variants of customers` loyalty of Melli bank
branches in Babol. Also 3 variants of terminal services, trustworthy and concord
don`t have a positive effect on the customers` loyalty of Melli bank branches in
Babol.
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3.Alipour (1391) did a research on the consideration of services quality effect
on customer`s loyalty, this article showed that whether the services quality has
effect on loyalty (or not?) and also the relationship between services quality and
customer`s loyalty by considering that complaints and realized quality of
customers is considered and it seems that all the mediator variants have a direct
relationship with loyalty and by identifying realized values and realized quality
of customers` expectations we can increase services quality and this issue in
addition to decreasing customers` complains, it increases customers` loyalty
significantly.
4.Bidokhti et al. (1390) did a research as the consideration of the effect of
services quality on customers` loyalty in the industry of air transportation by
using airqual model. By reviewing research literature they identify related
factors (variants) to research subject, a questionnaire with 40 indices were
designed and it was provided to the passengers. In this questionnaire it was
asked from 450 passengers having used the internal flight of Ata air company
from Tabriz airport to show their opinion about their agreement or disagreement
with each one of the indices on Likert spectrum. At last according to the basis of
obtained data, the effect of services quality dimensions for air transportation
with airqual 1 (including tangible factors of airplane, tangible factors of airport,
employees, concord and mental image) were analyzed on the customers`
satisfaction, the intend of repurchasing and oral advertisements. It was used
from factor analysis and making model of structural equations for testing the
hypotheses. The results of statistics analysis showed that there is a meaningful,
positive relationship between airqual dimensions and passengers` satisfaction,
this last item (passengers` satisfaction) can cause their repurchasing and
recommending others to take part and at last it was determined that those
passengers having intend to reuse company services recommend others to take
part in this purchasing.
5.Khajoyi and Nayebzadeh (1389) did a research as the consideration of
satisfaction and indifference effect on customer`s loyalty (case study: cell
phone), the research results show that satisfaction and indifference variants have
a considerable effect on loyalty; while the obstacle variants of changing, trust
and commitment didn`t have effect on loyalty. This research can be useful in the
obtained results from it can be valuable because of presenting useful
information in the field of relation marketing and services for researchers and
marketers. In addition it presents suggestions to promote and having effect on
more its results.
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6.Hosseinpour (1393) did a research as the consideration of evaluating the effect
of brand and the personality of business name on customers` loyalty and
satisfaction, the obtained results showed that brand increases customers` loyalty
and sometimes its role in creating this loyalty is significant and strong business
naming has become a necessity. Good business naming has user concession.
User concession means that customers show loyalty to the names. Considerable
amount of customers asking for this business names and don`t accept substitute
goods even if such these goods being presented in market with less costs. In
other words, companies with business names and signs and having user
concession in practice they are in front of insurance rival proceeding policies.
7.Ameri (1391) did a research as the consideration of the relationship between
services quality and the customers` satisfaction and loyalty of public and private
field houses of Oromiyeh. The results of data analysis showed that there is a
meaningful relationship between services quality, and its subscale including
program quality, facilities quality and interaction quality with customers`
satisfaction and loyalty. According to research results it can be said that high
quality of services is necessary for commitment and customers` frequent
referral. This quality of service should be increased by presenting programs and
various interesting classes, aware teachers, high using and apparent
attractiveness of sporting goods, high interaction and paying attention to
teacher, presenting on-time guidelines and realizing every participator`s special
needs.
Research methodology
Generally in one hand, research can be divided in applied research and basic
research. Applied research is a research that its findings can be used for solving
social problems (Iran Nezhad, 1388, p 37). From this point of view the present
Research is classified as an applied research.
As in this research its variants have not be manipulated and it hasn`t done in
experimental conditions, it`s a descriptive (non-experienced) research.
Descriptive research concludes a set of methods having the aim of describing
the considered phenomena conditions. Basically the aim of doing descriptive
research is more identification of existed conditions or helping decision process.
According to essence, the present research can be viewed (as a) sample of
evaluating researches. These kinds of researches are processes for collecting and
analyzing information in order to make decision (Khaki, 1382, p 205).
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In this research it will be used from librarian method (articles, internet, texts,
books,…) for theoretical dimension and required information is extracted by
field method (questionnaire). The tool of collecting information (questionnaire,
observation, test, fiche, table, sampling, experimental equipments, information
banks, computer networks, satellite networks and etc) will be collected by
information questionnaire. It is used from Spss and Lisrel software and
Smirnoph- Colmogroph tests and route analysis to analyze information.
Data analysis
The consideration of variants` distribution being normal
Prior to test the relationship between variants, it`s essential to consider the
variant`s being normal. One of the consideration methods of the claim of
variants` distribution being normal is using from Colmogroph- Smirnoph test.
The results of this test have been presented in the following table.
Do designed variants have normal distribution?
Hypothesis 0: research variants have normal distribution
Hypothesis 1: research variants don`t have normal distribution
Table 1: the normal distribution of variants
Meaningfulness
0/000
Colmogroph-Smirnoph
2/177
components
realized service
quality
0/007
1/692
satisfaction
0/077
1/267
trust
0/09
1/652
loyalty
Test distribution is normal.
The results of this test showed that the meaningfulness level of some variants is
more than 0.05 and in some cases this level is less than 0.05. it should be noted
that Spss software was recognized according to central level/limit of this
research results to be normal.
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Hypotheses test by using linear organized relationships after determining of
measured models to evaluate research conceptual model and also becoming sure
from the existence or lack of existence of a causative relationship between
research variants and the consideration of observed data proportion with
research conceptual model. The research hypotheses were tested by using
structural equation`s model. The results of hypotheses test has been depicted in
the diagram.
Diagram 1: the measurement of general model and the results of hypotheses in
standard situation
Diagram 1: the measurement of general model and the results of hypotheses in
meaningful situation
X2/df RMSEA RMR GFI CFI NNFI IFI
1.60 0.029 0.018 0.98 0.99 0.97 0.96
Conclusion
As we confirmed in previous section, because our distribution was identified to
be normal (the results of Colmograph- Smirnoph test) the variant`s correlation
has been tested by using lisrel software. It was used from route analysis method
to consider the causative relationship between dependent and independent
variants and to confirm the whole method. The route analysis was done by using
LISREL 8.5 software. The obtained results from LISREL outputs show that the
proportion of K square to the freedom is less than 3 and they confirm the other
fitting indices of fitting model. The following table summarizes the meaning
coefficient and the results of proposed hypotheses.
Table 3: the results of hypotheses
Hypotheses
standard
meaningful
result
1.the realized services quality
Has a positive and meaningful
confirmed
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0/62
11/33
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Effect on customers` satisfaction
In Saderat Bank.
2.the realized services quality has
A positive and meaningful effect
confirmed
0/64
11/92
On customers` trust in Saderat
Bank
3.the realized services quality has a
Positive and meaningful effect on
confirmed
0/41
6/37
Customers` loyalty in Saderat Bank
1.In the first hypothesis it was claimed that the realized services quality has a
positive and meaningful effect on customers` satisfaction in Saderat bank.
According to table 2, the statistics analysis showed between these 2 ones that
there is a meaningful number between 2 route variants (11/33) and as these
numbers are out of span -1/96 to +1/96, therefore this hypothesis has been
confirmed.
2.In the second hypothesis it was claimed that the realized services quality has a
positive and meaningful effect on customers` trust in Saderat bank. The
statistics analysis showed that there is a positive and meaningful relationship
between them (11/33). According to table 2 there is a meaningful number
between 2 variants(11/92) and as these numbers are out of span -1/96 to +1/96,
therefore this hypothesis has been confirmed.
3.In the third hypothesis it was claimed that the realized services quality has a
positive and meaningful effect on customers` loyalty in Saderat bank.
According to table 2, there is a meaningful number between the route of 2
variants(6/37) and as these numbers are out of span -1/96 to +1/96, therefore
this hypothesis has been confirmed.
Acknowledgement
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The authors would like to thank Dr. Davood Kaveh for his helpful comments.
References
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