The Effect of Service Quality on Customer Satisfaction: The Case of YOTEK Real Estate Company

Abstract

The purpose of this study was to measure the effect of service quality on customer satisfaction in relation to YOTEK real estate home buyers. Both primary and secondary methods of data collection were applied. The primary data were collected through administrating questionnaire. From the total population of 318, 177 respondents were selected using a probabilistic sampling technique which is proportional stratified sampling. The study has used the SERVQUAL model of service quality with the application of the five service quality dimensions. The five dimensions of service quality, which were developed by Parasuraman, namely tangibles, reliability, responsiveness, assurance, and empathy were used to measure the level of customers’ satisfaction in YOTEK real estate home buyers. The study employed both quantitative and qualitative research approach. Correlation and regression analysis also used. Both descriptive and inferential statistics have been used to find mean score and investigate the main objectives of this study. According to the findings of the study all the five dimensions of service quality have shown a significant positive effect on customer satisfaction. The findings of the regression analysis indicate that responsiveness and tangibility have the largest effect on customer satisfaction. Pearson correlation analysis was conducted to examine the relationship between service quality dimensions and customer satisfaction and the results shows that all the five dimensions of service quality have a strong positive relationship with customer satisfaction. Though all the five dimensions are significant, responsiveness and tangibility are the first two dimensions of service quality that have a strong and positive significant effect on customer satisfaction. Accordingly YOTEK real estate needs to give more emphasis and due attention to responsiveness and tangibility dimensions of service quality to improve the level of customer satisfaction