The influence of service quality on customer satisfaction and loyalty in B2B technology service industry

Abstract

The main purpose of this study is to explore how service quality and brand awareness influence customer satisfaction and loyalty in the business-to-business (B2B) technology service industry. Most studies in the area apply to business-to-consumer situations, such as the hospitality industry. The B2B technology services of calibration laboratories require strict adherence to measurement standards and the revision of any instrumental error.

We use a PZB model of customer satisfaction and loyalty to design a questionnaire and collect customers’ data. Multiple regression analysis is performed on the data to verify our proposed hypotheses.

The study results show that (1) service quality positively impacts customer satisfaction, (2) customer satisfaction positively impacts customer loyalty, and (3) brand awareness positively impacts the relationship between service quality and customer satisfaction.

The study results give empirical support to various theories and provide insights; managers of companies in the B2B technology service industry can use these insights to boost customer satisfaction through service quality improvement actions.

This study demonstrates that the PZB model can be applied in calibration laboratories for strengthening service quality, customer satisfaction, and customer loyalty. Furthermore, the current findings can serve as a reference point for future research in the B2B technology service industry.

Keywords:

• service quality
• customer satisfaction
• brand awareness
• customer loyalty
• calibration laboratory

Acknowledgements

The authors are grateful for the important input provided by the SGS Taiwan VP Mr. David Huang and Deputy Director Mr. Oscar Pao.

Disclosure statement

No potential conflict of interest was reported by the authors.

ORCID

Ping-Lung Huang http://orcid.org/0000-0002-8143-3718

Notes

1 Business-to-business – or B2B – refers to commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer.

2 The PZB model (Parasuraman et al., 1985a), contains five concepts of service quality: (1) tangibles (appearance of physical facilities, equipment, personnel, and communication); (2) reliability (ability to perform the promised service dependably and accurately); (3) responsiveness (willingness to help customers and provide prompt service); (4) assurance (knowledge and courtesy of employees and their ability to convey trust and confidence); and (5) empathy (caring and individualised attention the firm provides to its customers).

3 Business-to-business – or B2B – refers to commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer.