The relationship between service quality, satisfaction and customer loyalty in the context of private high schools in Kota Kinabalu, Sabah

• Main Author: Anthea Jacelyn Melanie Matanjun
• Format: Thesis
• Language: English; English
• Published: 2012
• Subjects: HF5410-5417.5 Marketing. Distribution of products
• Online Access: https://eprints.ums.edu.my/id/eprint/38530/1/24%20PAGES.pdf; https://eprints.ums.edu.my/id/eprint/38530/2/FULLTEXT.pdf; https://eprints.ums.edu.my/id/eprint/38530/

This study has been carried out to understand the relationship between service quality dimensions, satisfaction and customer loyalty towards private high schools in Kata Kinabalu. This study seeks to contribute to the development of a conceptual framework that integrates service quality, satisfaction, and customer loyalty. This study was conducted based on non-probability sampling in Sabah Malaysia with focus point in the area of Kata Kinabalu. The research sample was selected from a range of students and parents that patronize in private schools based on convenience sampling. The method of data collection is self-administered questionnaire. Quantitative data obtained and the data gathered were being treated by using the statistical program namely Statistical Package for Social Science (SPSS) version 20.0 for analysis and summarization purposes. Prior to the study, a comprehensive literature review was performed. The literature review informed the theoretical framework which guided the study. Additional literature, where needed was introduced through the data collection and analysis processes. The study uncovered that service quality act on customer loyalty through satisfaction. In the dimensions of service quality, impression has been found to be the most important input to satisfaction. It gives implications for differentiated marketing strategies according to customer loyalty and a summary of overview topics for further study.