SERVICE QUALITY AND CUSTOMER LOYALTY IN PEACEKEEPING MISSIONS

  • Azman Ismail School of Management, Faculty of Economics and Management, The National University of Malaysia
  • Mohd Helmi Ali School of Management, Faculty of Economics and Management, The National University of Malaysia
  • Ahmad Azan Ridzuan Faculty of Defence and Management Studies. Universiti Pertahanan Nasional Malaysia. 57000 Kem Sungai Besi, Kuala Lumpur. MALAYSIA
  • Herwina Rosnan Arshad Ayub Graduate Business School, Universiti Teknologi MARA, 40450 Shah Alam, Selangor. MALAYSIA
DOI: https://doi.org/10.9744/jmk.18.1.%25p
Keywords: Service quality, customer loyalty, peacekeeping missions, Middle Eastern country

Abstract

The capability of service providers to plan and implement the quality components in executing daily job may have a significant impact on customer loyalty. However, the role of service quality as an important determinant has been given less attention in the workplace quality research literature. Therefore, this study was undertaken to measure the relationship between service quality and customer loyalty. A survey method was employed to collect data from Malaysian soldiers who involved in peacekeeping missions at Middle Eastern country. The outcomes of SmartPLS path model analysis demonstrate that the ability of organization to appropriately implement tangible, reliability, responsiveness, assurance and empathy in executing daily job has been important determinants of customer loyalty. Further, this study provides discussion, implications and conclusion.

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Published
2019-04-11
Issue
Vol 18 No 1 (2016): MARCH 2016
Section
Articles

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