A study of the service quality that affects on the customer satisfaction of

SERVQUAL is a service quality framework developed by Zeithaml, Parasuraman and Berry in 1980s. Their aim was to measure the scale of quality in service providers sectors. It was originally measured basing ten aspects of service quality which are; reliability, competence, responsiveness, courtesy, access, credibility, communication, security, tangibles and understanding the customers, to measure the gap between customer expectations and experience. Service quality is a determinant of customer satisfaction since customer satisfaction is based on customers’ experience on a particular service encounter (Cronin $Taylor, 1992). This is because service quality is an outcome of the services provided in an organization sentence too long., 2008, p. In contrast, price and product quality can affect customer satisfaction, perceived service quality is component of customer satisfaction (Zeithaml et al., 2006, p.106-107; Wilson et al. Usually, customers compare their expectations about a specific ...