CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF ...

This shows that this customer received good help when needed. The ability to respond to
customers� requests reflected to customer satisfaction.
Table 4 also shows that overall satisfaction of perception towards �responsiveness�
dimension was at a high level (3.98). The two highest ranking points concerned quick
response and willingness to help. These findings are consistent with Parasuraman et al.
(1998), who measured consumer perceptions of service quality. They found that
�responsiveness� was the most important factor in determining customer satisfaction with
service.
Assurance
The �assurance� dimension refers to the knowledge and courtesy of employees and
their ability to inspire trust and confidence including competence, courtesy, credibility and
security (Parasuraman et al., 1991).
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