Research Journal of Economics & Business Studies - RJEBS - The ...

Customer Satisfaction
Kotler and Armstrong (2012), report that satisfaction is the post-purchase evaluation of products or
services taking into considerations of expectation. Researchers, academicians and managers are
divided over the antecedents of service quality and satisfaction. Whilst some think service quality
leads to satisfaction, others think otherwise (Ting, 2004). The studies of Lee (2000), Suleman (2011)
and Buttle (1998) suggest service quality leads to satisfaction. As service quality improves, the
probability of customer satisfaction increases. According to Suleman (2011), Reliability, Tangible,
Responsiveness and assurance have sufficient and positive effect on customer satisfaction, mean while
empathy was found to have a significant and negative effect.
Importance-Satisfaction Model and zone of tolerance
Deming (1986), Hardley and Choi (1992) Yang (2003) contended that customers evaluate quality by
using quality attribute that they recognize as important elements. Service providers therefore should
prioritize the quality attributes that have higher importance levels and lower satisfaction. With respect
to this rationale Yang (2003) developed a model known as Importance-Satisfaction (I-S) model also
known as Importance-Performance (I-P) model which is illustrated in figure 1. In this model the
importance and satisfaction of each service quality attribute are noted in various quadrants and the
improvement strategies are then considered on the basis of the area in which each attribute is located.
The following areas are identified in figure 1.
1. Area I: Excellent area. The attributes located in this area are important to the customers and the
performance of the service provider with respect to these attributes is satisfactory. Service
providers should aim to maintain the service level of these attributes.
2. Area II: To-be- improved area. The attributes located in this area are important to the customers
and the performance of the service provider with respect to these attributes is not satisfactory.
Service providers need to undertake improvement strategies to improve the performance of
these attributes.
3. Area III: Surplus area. The attributes located in this area are unimportant to the customers and
the performance of the service provider with respect to these attributes is satisfactory, i.e.,
erformance of the service provider exceeds customer’s expectation. ervice providers need
not take any action with respect to these attributes unless cost pressures require them.
4. Area IV: Careless Area. The attributes located in this area are unimportant to the customers and
the performance of the service provider with respect to these attributes is not satisfactory.
Although performance is poor, service provider need not pay much attention to these attributes
because customers are not concerned about them.
High
h
Satisfaction
Mean
Area III
Surplus area
Area I
Excellent area
Low
Area IV
Careless area
Area II
To be improved area
Low
Mean
importance
Low
Figure 1- Importance Satisfaction model.
Source: Yang, 2003.
www.theinternationaljournal.org > RJEBS: Volume: 02, Number: 08, June-2013 Page 100