Level Of Service Quality Of SME Laboratory Services On Customer Satisfaction
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Date
2015
Authors
Chong, Fong Yin
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Abstract
Laboratories service is part of professional services under legal services which involves knowledge based and high end equipment is a necessity to fulfill customer requirement. The lab service market is niche and it plays a crucial role to pre-qualify the product as final check point for importer and exporter before shipment.
The objective of this study is to examine the relationship between service quality and customer satisfaction moderated by brand equity. The reason of the dissatisfaction by the customer was due to inconsistency of the service quality in term of result reliability, staff responsiveness, instrument technology, informative of test report, turnaround time, communication and staff attitude and behavior. Local exporters are facing billion dollars in financial lost and reputation damage due to product recalls and banned by importers’ countries. It is due to fail to fulfil importers country’s regulation.
Increase the laboratory service quality is important for lab service provider as a continuous improvement-solution plan and building up the industry confidence. Besides that, it can improve Malaysia images as knowledge based hub internationally and also attract more customers from oversea to send in the samples to Malaysia for analysis. A quantitatve study, using self-administered structured questionnaire adapted from previous studies, were issued using purposive sampling via direct distribution to 150 employees who are working in munufacturing via email.Statistical Package for the Social Sciences (SPSS) and Partial Least Square (PLS) were used to analyse the data. Test report and staff attitude and behavior have positivesignificant relationship with customer
satisfaction; which technology has negative significant relationship with customer satisfaction. Brand awareness has positivesignificant moderator effects on test report towards customer satisfaction. Brand loyalty has no significant moderator effects on service quality towards customer satisfaction.
The research findings can be used to formulate better strategy for the SME laboratory for continous improvement in service quality towards customer satisfaction.
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Keywords
Laboratory Services , Customer Satisfaction