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Theoretical Framework and Hypothesis Development 2024

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53 views

Theoretical Framework and Hypothesis Development 2024

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Uploaded by

matheesha3601
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© © All Rights Reserved
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Theoretical Framework and Hypothesis development

Example:

Impact of Service Quality on Customer Satisfaction; among Undergraduate Students at the


Faclty of Management Studies and Commerce, University of Jaffna

The research problem revolves around understanding how different dimensions of service
quality influence customer satisfaction in a service-oriented industry. Despite extensive
research in this field, there remains a gap in comprehensively linking specific service quality
dimensions to overall customer satisfaction in the context of Jaffna University Undergraduate
Students. This study aims to bridge that gap by examining the impact of tangibility,
reliability, responsiveness, assurance, and empathy on customer satisfaction.

Research Questions
1. How does tangibility influence customer satisfaction in the service industry?
2. How does reliability influence customer satisfaction in the service industry?
3. How does responsiveness influence customer satisfaction in the service industry?
4. How does assurance influence customer satisfaction in the service industry?
5. How does empathy influence customer satisfaction in the service industry?

Research Objectives
1. To evaluate the influence of tangibility on customer satisfaction.
2. To evaluate the influence of reliability on customer satisfaction.
3. To evaluate the influence of responsiveness on customer satisfaction.
4. To evaluate the influence of assurance on customer satisfaction.
5. To evaluate the influence of empathy on customer satisfaction.

Theoretical Underpinning
The theoretical underpinning for this research is based on the SERVQUAL model developed
by Parasuraman, Zeithaml, and Berry (1988). This model identifies five key dimensions of
service quality: tangibility, reliability, responsiveness, assurance, and empathy. The
SERVQUAL model has been widely used in service quality research and provides a robust
framework for analyzing how these dimensions affect customer satisfaction.

Variables and Their Relationships


Independent Variables (Antecedents)

1. Tangibility: Physical aspects of the service, such as facilities, equipment, and


appearance of personnel.
2. Reliability: The ability to perform the promised service dependably and accurately.
3. Responsiveness: Willingness to help customers and provide prompt service.
4. Assurance: Employees’ knowledge and courtesy and their ability to inspire trust and
confidence.
5. Empathy: Providing caring, individualized attention to customers.

Dependent Variable (Consequent)

 Customer Satisfaction: The overall contentment of customers with the service


provided.

Relationships Between Variables

 Tangibility → Customer Satisfaction: Higher tangibility (better physical aspects) is


hypothesized to lead to higher customer satisfaction.
 Reliability → Customer Satisfaction: Greater reliability (consistent and accurate
service) is expected to enhance customer satisfaction.
 Responsiveness → Customer Satisfaction: Increased responsiveness (prompt and
helpful service) is presumed to improve customer satisfaction.
 Assurance → Customer Satisfaction: Stronger assurance (trust and confidence
inspired by employees) is likely to boost customer satisfaction.
 Empathy → Customer Satisfaction: Greater empathy (personalized and caring
service) is anticipated to raise customer satisfaction.

By exploring these relationships, the study aims to provide a comprehensive understanding of


how each dimension of service quality contributes to customer satisfaction, thereby offering
valuable insights for service providers to enhance their service quality and achieve higher
customer satisfaction.

Conceptualization of the Problem

Figure 1: Conceptual Model on Service Quality and Customer Satisfaction

Service Quality
 Tangibility
 Reliability Customer Satisfaction
 Responsiveness
 Assurance
 Empathy

Formulating Hypotheses
A researcher who adopts the deductive method of reasoning uses the logic of a theory to build an
argument about the research problem. As stated earlier a hypothesis is a conjectural statement which
indicates the relationship between two or more variables in a testable form. A hypothesis can also
suggest a cause and effect relationship that can be empirically verified. The relationships that are
expressed in hypotheses take different forms and they are outlined as follows.
Following these arguments, as well as the conceptual model we can suggest the following hypotheses
for the benefit of the reader.
H1: Tangibility influence on perceived customer satisfaction
H2: Reliability influence on perceived customer satisfaction
H3: Responsiveness influence on perceived customer satisfaction
H4: Assurance influence on perceived customer satisfaction
H5: Empathy influence on perceived customer satisfaction

Operationalization of Concepts and Variables


Having stated a hypothesis, a researcher is expected to indicate in concrete terms how he/she intends
to measure each concept or variable that has been used in formulating the hypothesis. This means
stating what evidence the researcher intends to bring in to prove whether the situation described by
the concept or the variable exists or not.
Operationalization is defined as the process of deciding what will count as evidence for the concepts or
variables contained in a theory (Lewins, 1992). Thus, in the process of operationalizing a researcher
engages himself in an exercise of reducing the abstract concepts into measurable variables, and
thereafter establish the indicators and more specific measures of those indicators. Through this exercise
the research can get at the concepts and empirically measure their behavior. Let us illustrate this point
which an example.
Example of Operationalization

Operationalization involves defining variables, indicators, and measures for each


SERVQUAL dimension to examine their impact on customer satisfaction. Here's a detailed
operationalization for each dimension:

1. Tangibility

Variable: Tangibility

Indicators:

 Cleanliness of facilities
 Modernity of equipment
 Professional appearance of staff
 Physical comfort of the environment

Measures:

 Survey questions on a Likert scale (e.g., 1 = strongly disagree to 5 = strongly agree):


o "The facilities are clean and well-maintained."
o "The equipment is up-to-date and in good condition."
o "The staff are dressed professionally."
o "The environment is comfortable."

Expected Relationship: Higher scores on tangibility indicators are hypothesized to correlate


with higher overall customer satisfaction scores.
2. Reliability

Variable: Reliability

Indicators:

 Consistency of service delivery


 Accuracy in billing and records
 Dependability in handling customer issues
 Timeliness of service

Measures:

 Survey questions on a Likert scale:


o "The service is delivered consistently."
o "Billing and records are accurate."
o "Issues are handled dependably."
o "Services are provided on time."

Expected Relationship: Greater reliability is expected to enhance customer satisfaction, as


indicated by higher scores on reliability indicators.

3. Responsiveness

Variable: Responsiveness

Indicators:

 Promptness in responding to inquiries


 Willingness to help customers
 Availability of service when needed
 Quick resolution of problems

Measures:

 Survey questions on a Likert scale:


o "Responses to inquiries are prompt."
o "Staff are willing to help."
o "Service is available when needed."
o "Problems are resolved quickly."

Expected Relationship: Increased responsiveness is presumed to improve customer


satisfaction, reflected in higher responsiveness scores.
4. Assurance

Variable: Assurance

Indicators:

 Knowledge and competence of employees


 Courtesy of staff
 Ability to inspire trust and confidence
 Safety and security of transactions

Measures:

 Survey questions on a Likert scale:


o "Employees are knowledgeable and competent."
o "Staff are courteous."
o "Staff inspire trust and confidence."
o "Transactions feel safe and secure."

Expected Relationship: Stronger assurance is likely to boost customer satisfaction, as shown


by higher assurance scores.

5. Empathy

Variable: Empathy

Indicators:

 Personal attention given to customers


 Understanding of customer needs
 Staff availability for consultation
 Efforts to understand individual customer needs

Measures:

 Survey questions on a Likert scale:


o "Staff give personal attention."
o "Customer needs are understood."
o "Staff are available for consultation."
o "Efforts are made to understand individual needs."

Expected Relationship: Greater empathy is anticipated to raise customer satisfaction,


indicated by higher empathy scores.

Overall Customer Satisfaction

Variable: Customer Satisfaction


Indicators:

 Overall satisfaction with the service


 Likelihood of recommending the service
 Intention to return for future services
 Satisfaction with specific service aspects

Measures:

 Survey questions on a Likert scale:


o "I am overall satisfied with the service."(Question 1)
o "I would recommend this service to others." (Question 2)
o "I intend to return for future services." (Question 3)
o "I am satisfied with specific aspects of the service (e.g., speed, quality)." (Question 4)

Operationalization

Variable Indicators Measures


Customer satisfaction Overall satisfaction Question 1
Likelihood of recommendation Question 2
Intention to return Question 3
Satisfaction with specific services Question 4
aspect

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