Service quality in military peacekeeping mission as a determinant of customer’s perceived value: Empirical evidence

Journal Name:

Publication Year:

Abstract (2. Language): 
Purpose: Previous studies have been employing SERVQUAL by Parasuraman, Zeithaml and Berry (1985, 1988) to measure service quality in various service sectors due to its generic nature. Understanding the relationship between service quality and customer’s perceived value in non-business organizational settings is equally important with business setting as positive perception leads to favorable outcome. Hence, the aim of this study is to examine the relationship between service quality and perceived value. Design/methodology/approach: The self-administered survey questionnaires were employed to gather data from Malaysian soldiers who involved in peacekeeping mission at a Middle Eastern country. The hypothesized model was analyzed using the SmartPLS 2.0. Findings: The outcomes of SmartPLS path model confirmed that that all service quality dimensions namely tangible, responsiveness, reliability, assurance, empathy did act as important determinants of customer’s perceived value in the organizational sample. Practical implications: The findings of this study may be used as guidelines by practitioners to formulate relevant and appropriate strategies in order to enhance quality of service delivery in agile organizations. Originality/value: The work deals with service quality in non-business setting. Although the scale has been widely used, some modifications are generally needed in order to reflect specific characteristics of service sectors under study. The findings confirmed that in general SERVQUAL five dimensions are important determinants to the various service sectors.

JEL Codes:



ABDULLAH, F.; SUHAIMI, R.; SABAH, G.; HAMALI, J. (2010). Bank Service Quality (BSQ)
I n d e x . International Journal of Quality & Reliability Management, 28(5): 542-555.
ADAMS, J.S. (1963). Towards an understanding of inequality. Journal of Abnormal and Normal
Psychology, 67: 422-436. http://dx.doi.org/10.1037/h0040968
BARCLAY, D.; HIGGINS, C.; THOMPSON, R. (1995). The Partial Least Squares (PLS) approach
to causal modeling: Personal computer adoption and use as an illustration. Technology
Study, 2(2): 285-309.
BERKLEY, B.J.; GUPTA, A. (1994). Improving Service Quality with Information Technology.
International Journal of Information Management, 14: 109-121. http://dx.doi.org/10.1016/0268-
Intangible Capital – http://dx.doi.org/10.3926/ic.428
BOKSBERGER, P.E.; MELSEN, L. (2011). Perceived value: A critical examination of definitions,
concepts and measures for the service industry. Journal of Services Marketing, 25(3):
229-240. http://dx.doi.org/10.1108/08876041111129209
BOLTON, R.N.; DREW, J.H. (1991). A longitudinal analysis of the impact of service changes on
customer attitudes. Journal of Marketing, 55(1): 1-9. http://dx.doi.org/10.2307/1252199
CARUANA, A.; MONEY, A.H.; BERTHON, P.R. (2000). Service quality and satisfaction – the
moderating role of value. European Journal of Marketing, 34(11/12): 1338-1352.
CHANG, H.H.; WANG, H.W. (2011). The Moderating Effect Of Customer Perceived Value On
Online Shopping Behaviour. Online Information Review, 35(3): 333-359.
CHEN, H.; LIU, J.Y.; SHEU, T.S.; YANG, M. (2012). The Impact Of Financial Services Quality
And Fairness On Customer Satisfaction. Managing Service Quality, 22(4): 399-421.
CHIN, W.W. (1998). The Partial Least Squares approach to Structural Equation Modeling. In
R.H. Hoyle (Eds.). Statistical strategies for small sample research (pp.307-341). Thousand
Oaks–California: Sage Publication, Inc.
CLOTTEY, T.A.; COLLIER, D.A. (2008). Drivers of Customer Loyalty in a Retail Store
Environment. Journal of Service Science, 3rd Quarter. In CRONIN, J.J., BRADY, M.K., &
HULT, G.T.M. (2000). Assessing the effects of quality, value, and customer satisfaction on
behavior intentions in service environments. Journal of Retailing, 76(2): 193–218.
CRESWELL, J.W. (2012). Educational Research: Planning, Conduct, and Evaluating Quantitative
and Qualitative Research (Fourth Edition). Boston: Pearson.
CRONIN JR, J.J.; BRADY, M.K.; HULT, G.T.M. (2000). Assessing the effects of quality, value, and
customer satisfaction on consumer behavioral intentions in service environments. Journal of
Retailing, 76(2): 193-218. http://dx.doi.org/10.1016/S0022-4359(00)00028-2
CRONIN, J.J.; TAYLOR, S.A. (1992). Measuring Service Quality: A Reexamination and
Extension. Journal of Marketing, 6: 55-68. http://dx.doi.org/10.2307/1252296
CROSBY, P.B. (1978). Quality is free – The Art of Making Quality Certain. New York: McGraw-
DABHOLKAR, P.A. (1996). Consumer Evaluations Of New Technology-Based Self-Service
Options: An investigation of alternative models of service quality. International Journal of
Research in Marketing, 13: 29-51. http://dx.doi.org/10.1016/0167-8116(95)00027-5
Intangible Capital – http://dx.doi.org/10.3926/ic.428
DELGADO, C.; FERREIRA, M.; BRANCO, M.C. (2010). The Implementation of Lean Six Sigma in
Financial Services Organizations. Journal of Manufacturing Technology Management, 21(4):
512-523. http://dx.doi.org/10.1108/17410381011046616
EGGERT, A.; ULAGA, W. (2002). Customer perceived value: A substitute for satisfaction in
business markets?. Journal of Business and Industrial Marketing, 17(2/3): 107-118.
EIGLIER, P.; LANGEARD, E. (1987). Servication: Le marketing des services. Paris: McGraw-Hill.
FORNELL, C.; LARCKER, D.F. (1981). Evaluating structural equation models with unobservable
variables and measurement error. Journal of Marketing Research, XVIII(February): 39-50.
FOSTER, S.T. (2004). Managing Quality: An Integrative Approach. New Jersey: Prentice Hall.
FROST, F.A.; KUMAR, M. (2000). INTSERVQUAL: an internal adaptation of the GAP model in a
large service organization. Journal of Services Marketing, 14(5): 358-377.
GAZZOLI, G.; HANCER, M.; PARK, Y. (2010). The Role And Effect Of Job Satisfaction And
Empowerment On Customers' Perception Of Service Quality: A Study In The Restaurant
Industry. Journal of Hospitality & Tourism Research, 34 (1): 56-77.
GEFEN, D.; STRAUB, D. (2005). A practical guide to factorial validity using PLS-Graph: Tutorial
and annotated example. Communication of the Association for Information Systems, 16(1),
GRONROOS, C. (1984). A Service Quality Model and Its Marketing Implications. European
Journal of Marketing, 18(4): 36-44. http://dx.doi.org/10.1108/EUM0000000004784
HAFEEZ, S.; MUHAMMAD, B. (2012). The Impact Of Service Quality, Customer Satisfaction And
Loyalty Programs On Customer’s Loyalty: Evidence From Banking Sector Of Pakistan.
International Journal of Business and Social Science, 3(16): 200-209.
HAIR, J.F.; BLACK, W.C.; BABIN, B.J.; ANDERSON, R.E.; TATHAM, R.L. (2006). Multivariate
Data Analysis. Upper Saddle River: Pearson Prentice Hall.
HAMEED, F. (2013). The Effect of Advertising Spending on Brand Loyalty Mediated by Store
Image, Perceived Quality and Customer Satisfaction: A Case of Hypermarkets. Asian Journal
of Business Management, 5(1): 181-192.
HAYWOOD-FARMER, J. (1988). A Conceptual Model of Service Quality. International Journal of
Operations & Production Management, 8(6): 19-29. http://dx.doi.org/10.1108/eb054839
Intangible Capital – http://dx.doi.org/10.3926/ic.428
HEININEN, K. (2004). Reconceptualizing customer perceived value: the value of time and
place. Managing Service Quality, 14(2/3): 205-215.
HENSELER, J.; RINGLE, C.M.; SINKOVICS, R.R. (2009). The Use of Partial Least Squares Path
Modeling in International Marketing. In: R.R. SINKOVICS & P.N. GHAURI (Eds.), Advances in
International Marketing (pp. 277-320). Bingley: Emerald.
HU, H.H.; KANDAMPULLY, J.; JUWAHEER, T.D. (2009). Relationships and impacts of service
quality, perceived value, customer satisfaction, and image: An empirical study. The Service
Industries Journal, 29(2): 111-125. http://dx.doi.org/10.1080/02642060802292932
ISMAIL, A.; ABDULLAH, M.M.; FRANCIS, S.K. (2009). Exploring the relationships among
service quality features, perceived value and customer satisfaction. Journal of Industrial
Engineering and Management, 2(1): 230-250. http://dx.doi.org/10.3926/jiem.2009.v2n1.p230-250
JOSE, A.; MARTINEZ, J.A.; MARTINEZ, L. (2010). Some Insights On Conceptualizing And
Measuring Service Quality. Journal of Retailing and Consumer Services, 17(1): 29–42.
JURAN, J.M. (1988). Juran’s Quality Control Handbook. Fremont, USA: McGraw-Hill.
JUWAHEER, T.D.; ROSS, D.L. (2003). A study of guest perceptions in Mauritius. International
Journal of Hospitality Management, 15(2): 105-115.
KHAN, M.A. (2010). An Empirical Assessment of Service Quality of Cellular Mobile Telephone
Operators in Pakistan. Asian Social science, 6(10): 164-177.
Modeling Link Between Internal Service Quality In Human Resources Management And
Employees Retention: A Case Of Pakistani Privatized And Public Sector Banks. African
Journal of Business Management, 5(3): 949-959.
KIM, B.C.; LEE, G.; MURRMANN, S.K.; GEORGE, T.R. (2012). Motivational Effects of
Empowerment on Employees' Organizational Commitment: A Mediating Role of Management
Trustworthiness. Cornell Hospitality Quarterly, 53(1): 10-19.
KIMPAKORN, N.; TOCQUER, G. (2010). Service Brand Equity And Employee Brand
Commitment. Journal of Services Marketing, 24(5): 378-388.
KUO, Y.F.; WU, C.M.; DENG, W.J. (2009). The relationships among service quality, perceived
value, customer satisfaction, and post-purchase intention in mobile value-added services.
Computers in Human Behavior, 25(4): 887-896. http://dx.doi.org/10.1016/j.chb.2009.03.003
Intangible Capital – http://dx.doi.org/10.3926/ic.428
LADHARI, R.; MORALES, M. (2007). The role of emotions in dining experience.
Proceedings/Actes, 28(23): 80.
LADHARI, R.; PONS, F.; BRESSOLLES, G.; ZINS, M. (2011). Culture And Personal Values: How
They Influence Perceived Service Quality. Journal of Business Research, 64(9): 951-957.
LAI, W-T.; CHEN, C-F. (2011). Behavioral intentions of public transit passengers- The roles of
service quality, perceived value, satisfaction and involvement. Transport Policy, 18(2):
318-325. http://dx.doi.org/10.1016/j.tranpol.2010.09.003
LU, H.; BARRIBALL, K.L.; ZHANG, X.; WHILE, A.E. (2012). Job Satisfaction Among Hospital
Nurses Revisited: A Systematic Review. International Journal of Nursing Studies, 49:
1017-1038. http://dx.doi.org/10.1016/j.ijnurstu.2011.11.009
MATTSSON, J. (1992). A Service Quality Model Based On Ideal Value Standard. International
Journal of Service Industry Management, 3(3): 18-33.
NORIZAN, K.; NOR ASIAH, A. (2010). The Effect Of Perceived Service Quality Dimensions On
Customer Satisfaction, Trust, And Loyalty In E-Commerce Settings: A Cross Cultural
Analysis. Asia Pacific Journal of Marketing and Logistics, 22(3): 351-371.
NUNALLY, J.C.; BERNSTEIN, I.H. (1994). Psychometric Theory. New York: McGraw-Hill.
OH, H. (1999). Service quality, customer satisfaction and customer value: A holistic
perspective. International Journal of Hospitality Management, 18: 67-82.
PARASURAMAN, A.; ZEITHAML, V.A.; BERRY, L.L. (1985). A conceptual model of service quality
and its implication for future research. Journal of Marketing, 49(Fall): 41-50.
PARASURAMAN, A.; ZEITHAML, V.A.; BERRY, L.L. (1988). SERVQUAL: A multiple scale for
measuring consumer perceptions of service quality. Journal of Retailing, 64(Spring): 12-40.
RACHEL, W.Y.; ANDY, C.L.; YEUNG, T.C.; CHENG, E. (2010). An Empirical Study Of Employee
Loyalty, Service Quality And Firm Performance In The Service Industry. International
Journal of Production Economics, 124(1): 109–120. http://dx.doi.org/10.1016/j.ijpe.2009.10.015
RAZA, M.A.; SIDDIQUEI, A.N.; AWAN, H.M.; BUKHARI, K. (2012). Relationship between
service quality, perceived value, satisfaction and revisit intention in hotel industry.
Interdisciplinary Journal of Contemporary Research in Business, 4(8): 788-805.
Intangible Capital – http://dx.doi.org/10.3926/ic.428
RAZAVI, S.M.; SAFARI, H.; SHAFIE, H. (2012). Relationships Among Service Quality, Customer
Satisfaction And Customer Perceived Value: Evidence From Iran's Software Industry. Journal
of Management and Strategy, 3(3): 28-37. http://dx.doi.org/10.5430/jms.v3n3p28
RIGGLE, R.; EDMONDSON, D.; HANSEN, J. (2009). A Meta-analysis of the relationship between
perceived organizational support and job outcomes: 20 years of research. Journal of
Business Research, 62(10): 1027-1030. http://dx.doi.org/10.1016/j.jbusres.2008.05.003
RINGLE, C.M.; WENDE, S.; WILL, A. (2005). SmartPLS 2.0 (M3) Beta, Hamburg. Available at:
RYU, K.; LEE, H.R.; KIM, W.G. (2012). The Influence Of The Quality Of The Physical
Environment, Food, And Service On Restaurant Image, Customer Perceived Value, Customer
Satisfaction, And Behavioral Intentions. International Journal of Contemporary Hospitality
Management, 24(2): 200-223. http://dx.doi.org/10.1108/09596111211206141
SADEH, E.; MOUSAVI, L.; GARKAZ, M.; SADEH, S. (2011). The Structural Model of E-Service
Quality, E-Customer Satsifaction, Trust, Customer Perceived Value and E-Loyalty. Australian
Journal of Basic and Applied Sciences, 5(3): 532-538.
SAIBOU, H.; KEFAN, X. (2010). The Relationships Among Quality, Value, Satisfaction and
Behavioral Intention in Health Care Provider Choice: A Study Based on the Case of Niger.
IEEE, (6): 225-228. 2010, 2nd International Conference on Computer Engineering and
SANGEETHA, J.S.; MAHALINGAM, S. (2011). Service Quality Models In Banking: A Review.
International Journal of Islamic and Middle Eastern Finance and Management, 4(1): 83-103.
SANTOS, J. (2003). E-service quality: A model of virtual service quality imensions. Managing
service Quality, 13(3): 233-246. http://dx.doi.org/10.1108/09604520310476490
SARSTEDT, M.; SCHLODERER, M.P. (2010). Developing a measurement approach for reputation
of non-profit organizations. International Journal of Nonprofit and Voluntary Sector
Marketing, 15(3): 276–299.
SEKARAN, U.; BOUGIE, R. (2010). Research Methods for Business: A Skill Building Approach.
New York: John Wiley & Sons, Inc.
SERRA, D.; SERNEELS, P.; BARR, A. (2011). Intrinsic motivations and the non-profit health
sector: Evidence from Ethiopia. Personality and Individual Differences, 51(3): 309–314.
SHAHIN, A.; SAMEA, M. (2010). Developing the models of service quality gaps: A critical
discussion. Business Management and Strategy, 1: 1-11. http://dx.doi.org/10.5296/bms.v1i1.395
Intangible Capital – http://dx.doi.org/10.3926/ic.428
SHETH, J.N.; NEWMAN, B.I.; GROSS, B.I. (1991). Consumption Values and Market Choice.
Cincinnati: South Western Publishing Company.
SIDDIQI, K.O. (2011). Interrelations between Service Quality Attributes, Customer Satisfaction
And Customer Loyalty in the Retail Banking Sector in Bangladesh. International Journal of
Business and Management, 6(3): 12-36. http://dx.doi.org/10.5539/ijbm.v6n3p12
STEVEN, A.B.; DONG, Y.; DRESNER, M. (2012). Linkages Between Customer Service,
Customer Satisfaction And Performance In The Airline Industry: Investigation Of Non-
Linearities And Moderating Effects Transportation Research Part E. Logistics and
Transportation Review, 48(4): 743–754. http://dx.doi.org/10.1016/j.tre.2011.12.006
SULTAN, P.; WONG H.Y. (2010). Service Quality In Higher Education – A Review And Research
Agenda. International Journal of Quality and Service Sciences, 2(2): 259-272.
between service quality and customer satisfaction – a factor specific approach. Journal of
Services Marketing, 16(4): 363-379. http://dx.doi.org/10.1108/08876040210433248
SWEENEY, J.C.; SOUTAR, G.N.; JOHNSON, L.W. (1997). Retail service quality and perceived
v a l u e . Journal of Consumer Services, 4 ( 1 ) : 3 9 - 4 8 . http://dx.doi.org/10.1016/S0969-
TUNG, L.L. (2004). Service quality and perceived value’s impact on satisfaction, intention and
usage of short message service (SMS). Information Systems Frontiers, 6(4): 353-368.
TURKYILMAZ, A.; AKMAN, G.; OZKAN, C.; PASTUSZAK, Z. (2011). Empirical Study of Public
Sector Employee Loyalty and Satisfaction. Industrial Management & Data Systems, 111(5):
675-696. http://dx.doi.org/10.1108/02635571111137250
VARKI, S.; COLGATE, M. (2001). The role of price perceptions in an integrated model of
behavioural intentions. Journal of Service Research, 3(3): 232-240.
WALKER, R.H.; JOHNSON, L.W.; LEONARD, S. (2006). Re-thinking the conceptualization of
customer value and service quality within the service-profit chain. Managing Service Quality,
16(1): 23-36. http://dx.doi.org/10.1108/09604520610639946
WANG, Y.; LO, H.; YANG, Y. (2004). An integrated framework for service quality, customer
value, satisfaction: Evidence from China’s telecommunication industry. Information Systems
Frontiers, 6(4): 325-340. http://dx.doi.org/10.1023/B:ISFI.0000046375.72726.67
Intangible Capital – http://dx.doi.org/10.3926/ic.428
WETZELS, M.; ODEKERKEN-SCHRODER, G.; VAN OPPEN, C. (2009). Using PLS path modeling
for assessing hierarchical construct models: Guidelines and empirical illustration. MIS
Quarterly, 33(1): 177-195.
WILLIAMS, P.; NAUMANN, E. (2011). Customer Satisfaction And Business Performance: A Firm-
Level Analysis. Journal of Services Marketing, 25(1): 20-32.
YOGESH, P.; SATYANARAYANA, T.C. (2013). Dimensions Of Hospital Service Quality: A Critical
Review Perspective of patients from global studies. International Journal of Health Care
Quality Assurance, 26(4): 308-340. http://dx.doi.org/10.1108/09526861311319555
ZEITHAML, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end
model and synthesis of evidence. Journal of Marketing, 52(July): 2-22.

Thank you for copying data from http://www.arastirmax.com