Abstract

The purpose of this conceptual paper is to study the effect of service quality towards customer’s satisfaction under the perspective of SERVQUAL and Gronroos service quality model. The proposed model focuses on the relationship between functional quality, technical quality, internal, external influences mediated by corporate image and service quality towards customer’s satisfaction. The model also tries to build the relationship between perceived prices by the customers on customer’s satisfaction when service quality plays a mediating role. Suggestions for managers are given on implementing the core concepts from the model.

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