Application of Service Quality Model and Its Marketing Implications: SME Context

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Copyright: 2019
Pages: 21
Source title: Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities
Source Author(s)/Editor(s): Muhammad Sabbir Rahman (North South University, Bangladesh), Mahmud Habib Zaman (North South University, Bangladesh)and Md Afnan Hossain (North South University, Bangladesh)
DOI: 10.4018/978-1-5225-7891-8.ch003

Keywords: Business & Management / Business Science Reference / Marketing / Small and Medium Enterprises

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Abstract

In previous chapters, the authors explained small and medium size enterprises (SMEs) services and customer expectations in the context of a developing country. In this chapter, they focus on service quality, customer satisfaction and marketing implication especially in the context of SME. In order to address the service quality and customer satisfaction appropriately, qualitative research is conducted along with an extensive literature review. The study shows perceived service quality depends on functional and technical quality whereas service quality leads to customer satisfaction, and sometimes this relation is mediated through emotion. The study also reveals the value innovation factor as a moderator which strengthens the relationship between service quality and customer satisfaction in the context of SME. Details of the marketing implication have also been addressed appropriately in this chapter.

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Application of Service Quality Model and Its Marketing Implications: SME Context

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