Using the SERVQUAL Model to Assess Service Quality of Optical Centers in the West Bank-Palestine رسالة ماجستير

Abstract

This study aims to assess the service quality of optical centers operating in the West Bank-Palestine using the SERVQUAL model and to investigate its impact on customers’ satisfaction. The quantitative hypothesis-testing research approach is adopted. Primary data are collected, using random sampling technique, from 251 customers of optical centers in the West Bank-Palestine through personallyadministered and online questionnaires. The questionnaire, which is developed according to the SERVQUAL model, consists of three parts. The first one aims to collect data on socio-economic characteristics of respondents. The second part aims to collect data on the different dimensions of service using the 22 items of the model. Finally, the third part, which includes 11 items, aims to collect data on the overall level of customers’ satisfaction. A five-point Likert scale is used in the second and third parts of the questionnaire. Data are analyzed using both descriptive as well as inferential statistical techniques including minimums, maximums, means, standard deviations, Mann-Whitney test, Kruskal-Wallis test, multiple regression, and Wilcoxon signed-rank test. The SPSS software is utilized in data analysis. The findings reveal that the SERVQUAL model is a good tool in assessing the service quality in the optical centers operating in the West Bank-Palestine by identifying the gaps in the quality of the services they offer. In addition, the findings confirm that customers have higher expectations than perceptions in all of the five dimensions of the SERVQUAL model. Moreover, the findings show that customers are highly satisfied with an approximate satisfaction level of 77.4%. The findings also show that customers’ perceptions on the level of service quality differ due to their age, education, and income v while gender, place of residence, employment status, and insurance status have no significant effect. Furthermore, customers’ expectations on the level of service quality differ due to their place of residence, educational level, employment status, and level of income while gender, age, and insurance status has no significant effect. Finally, the built multiple linear regression model, having 70% coefficient of determination, shows that each dimension of the SERVQUAL model, with the exception of responsiveness, significantly affects satisfaction of customers