Integration of standardization and customization: impact on service quality, customer satisfaction, and loyalty
The basic objective of this study is to analyse the direct and indirect impacts of standardization and customization on customer satisfaction and loyalty through service quality. The service quality has two dimensions: technical quality and functional quality. A framework is developed by extending G...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Elsevier
2017
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| Online Access: | http://psasir.upm.edu.my/id/eprint/56988/ http://psasir.upm.edu.my/id/eprint/56988/1/Integration%20of%20standardization%20and%20customization%20impact%20on%20service%20quality%2C%20customer%20satisfaction%2C%20and%20loyalty.pdf |
| _version_ | 1848853239947067392 |
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| author | Kasiri, Leila Agha Teoh, Kenny Guan Cheng Sambasivan, Murali Md. Sidin, Samsinar |
| author_facet | Kasiri, Leila Agha Teoh, Kenny Guan Cheng Sambasivan, Murali Md. Sidin, Samsinar |
| author_sort | Kasiri, Leila Agha |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | The basic objective of this study is to analyse the direct and indirect impacts of standardization and customization on customer satisfaction and loyalty through service quality. The service quality has two dimensions: technical quality and functional quality. A framework is developed by extending Grӧnroos’ model of service quality by including the antecedents of service quality. A questionnaire-based survey collected data from 315 customers of three service industries: healthcare, hospitality, and education. The data was analysed and the model validated using PLS-SEM. The findings show that: (1) integration of standardization and customization of service offerings is critical for improved service quality; (2) standardization has higher impact on service quality when compared to customization; (3) functional quality has higher impact on customer satisfaction when compared to technical quality; and (4) customer satisfaction has a significant effect on customer loyalty. The contribution of this study is the development of an integrated framework to analyse the roles of standardization and customization on service quality. |
| first_indexed | 2025-11-15T10:50:49Z |
| format | Article |
| id | upm-56988 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T10:50:49Z |
| publishDate | 2017 |
| publisher | Elsevier |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-569882017-09-07T03:10:06Z http://psasir.upm.edu.my/id/eprint/56988/ Integration of standardization and customization: impact on service quality, customer satisfaction, and loyalty Kasiri, Leila Agha Teoh, Kenny Guan Cheng Sambasivan, Murali Md. Sidin, Samsinar The basic objective of this study is to analyse the direct and indirect impacts of standardization and customization on customer satisfaction and loyalty through service quality. The service quality has two dimensions: technical quality and functional quality. A framework is developed by extending Grӧnroos’ model of service quality by including the antecedents of service quality. A questionnaire-based survey collected data from 315 customers of three service industries: healthcare, hospitality, and education. The data was analysed and the model validated using PLS-SEM. The findings show that: (1) integration of standardization and customization of service offerings is critical for improved service quality; (2) standardization has higher impact on service quality when compared to customization; (3) functional quality has higher impact on customer satisfaction when compared to technical quality; and (4) customer satisfaction has a significant effect on customer loyalty. The contribution of this study is the development of an integrated framework to analyse the roles of standardization and customization on service quality. Elsevier 2017 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/56988/1/Integration%20of%20standardization%20and%20customization%20impact%20on%20service%20quality%2C%20customer%20satisfaction%2C%20and%20loyalty.pdf Kasiri, Leila Agha and Teoh, Kenny Guan Cheng and Sambasivan, Murali and Md. Sidin, Samsinar (2017) Integration of standardization and customization: impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 35. pp. 91-97. ISSN 0969-6989; ESSN: 1873-1384 http://www.sciencedirect.com/science/article/pii/S0969698916302417 10.1016/j.jretconser.2016.11.007 |
| spellingShingle | Kasiri, Leila Agha Teoh, Kenny Guan Cheng Sambasivan, Murali Md. Sidin, Samsinar Integration of standardization and customization: impact on service quality, customer satisfaction, and loyalty |
| title | Integration of standardization and customization: impact on service quality, customer satisfaction, and loyalty |
| title_full | Integration of standardization and customization: impact on service quality, customer satisfaction, and loyalty |
| title_fullStr | Integration of standardization and customization: impact on service quality, customer satisfaction, and loyalty |
| title_full_unstemmed | Integration of standardization and customization: impact on service quality, customer satisfaction, and loyalty |
| title_short | Integration of standardization and customization: impact on service quality, customer satisfaction, and loyalty |
| title_sort | integration of standardization and customization: impact on service quality, customer satisfaction, and loyalty |
| url | http://psasir.upm.edu.my/id/eprint/56988/ http://psasir.upm.edu.my/id/eprint/56988/ http://psasir.upm.edu.my/id/eprint/56988/ http://psasir.upm.edu.my/id/eprint/56988/1/Integration%20of%20standardization%20and%20customization%20impact%20on%20service%20quality%2C%20customer%20satisfaction%2C%20and%20loyalty.pdf |