Internal service quality and external service quality using two versions of SERVQUAL scale: An empirical evidence from five malls in the capital city of Saudi Arabia
Abstract
Much of service quality research has been carried out on external service quality, i.e., services delivered by organizations to their own customers. The aim of this study was to investigate the influence of internal service quality (ISQ) on external service quality (ESQ), under the existence of variables such as learning organization (LO), employee job satisfaction (ES) and employee loyalty (EL). The study posited three conceptual models from which the best one was adopted based on the results of goodness of fitness indices. The sample comprised 500 employees working in five malls in the capital city of Saudi Arabia and 500 customers visited the same places during data collection process. The required data was collected using a questionnaire administered to the participated employees and customers. Out of the distributed questionnaires, 367 questionnaires were returned from employees and 384 questionnaires from customers. Returned questionnaires were analyzed using IMBSPSS.23 and AMOS.22. The results revealed a non-significant influence of LO on ISQ. From employees’ viewpoints, ISQ was regarded as a main driver of their satisfaction and but not of their loyalty. Nevertheless, the findings showed that both employee job satisfaction (EM_SAT) and employee loyalty (EM_LOY) have significant influences on ESQ as measured on the basis of customers’ perspectives. Lastly, ISQ has a significant impact on ESQ.
Keyword : external service quality, internal service quality, employee loyalty, employee job satisfaction, employee-based SERVQUAL, customer-based SERVQUAL
How to Cite
Almohaimmeed, B. M. (2019). Internal service quality and external service quality using two versions of SERVQUAL scale: An empirical evidence from five malls in the capital city of Saudi Arabia. Business: Theory and Practice, 20, 158-169. https://doi.org/10.3846/btp.2019.15
This work is licensed under a Creative Commons Attribution 4.0 International License.
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Grönroos C (1984) A service Quality model and its marketing implications. European Journal of Marketing 18 (4): 36-44. https://doi.org/10.1108/EUM0000000004784
Gunawardane G (2009) Relationship between dimensions of internal service quality and the nature of the internal service encounter: A study in the healthcare industry. California Journal of Operations Management 7 (1): 21-30.
Haywood-Farmer J (1988) A conceptual model of service quality. International Journal of Operations & Production Manage-ment 8 (6): 19-29. https://doi.org/10.1108/eb054839
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Hirmukhe J (2012) Measuring internal customers’ perception on service quality using SERVQUAL in administrative service. International Journal of Scientific and Research Publications 2 (3): 1-6.
Iqbal A, Tufail M, Lodhi R (2015) Employee loyalty and orga-nizational commitment in Pakistani organizations. Global Journal of Human Resource Management 3 (1): 1-11.
Iqbal S, Hassan M, Habibah U (2018) Impact of self-service technology (SST) service quality on customer loyalty and behavioral intention: The mediating role of customer satis-faction. Cogent Business & Management 5: 1423770.
Itam U, Singh S (2017) Examining the mediation effect of em-ployee engagement on internal brand practices and outcome variables in the organized retail sector. International Business Management 11 (3): 673-682.
Itumalla R, Acharyulu G, Shekhar B (2014) Development of Hos-pitalQual: A service quality scale for measuring. in-patient services in hospital. Operations and Supply Chain Manage-ment 7 (2): 54 -63. https://doi.org/10.31387/oscm0170108
Javadi M, Rezaee M, Salehzadeh R (2013) Investigating the relationship between self-leadership strategies and job sa-tisfaction. International Journal of Academic Research in Accounting. Finance and Management Sciences 3 (3): 284-289. https://doi.org/10.6007/IJARAFMS/v3-i3/178
Joshi P, Chadha SK (2016) Measuring internal service quali-ty in business schools. International Journal of Services and Standards 11 (4): 357-379. https://doi.org/10.1504/IJSS.2016.082434
Jumadi (2014) Influence of internal marketing toward internal service quality and impact to internal customer satisfaction: Case study in tourism industry in Yogyakarta Special Terri-tory of Indonesia. The International Journal of Business & Management 2 (1): 69-73.
Kamakoty J, Sohani N (2013) Measuring service quality in sup-ply chain: Proposed model. Asian Journal of management Research 3 (2): 313-324.
Kang G, James J, Alexandris K (2002) Measurement of internal service quality: Application of the SERVQUAL battery to internal service quality. Managing Service Quality 12 (5): 278-291. https://doi.org/10.1108/09604520210442065
Karatepe O (2012) Perceived organizational support, career satisfaction, and performance outcomes: A study of hotel employees in Cameroon. International Journal of Contem-porary Hospitality Management 24 (5): 735-752. https://doi.org/10.1108/09596111211237273
Kattara H, Weheba D, El-Said O (2008) The impact of employee behavior on customers’ service quality perceptions and overall satisfaction. Tourism and Hospitality Research 8: 309-323. https://doi.org/10.1057/thr.2008.35
Khan M, Kashif-Ur-Rehman, Ijaz-Ur-Rehman, Safwan N, Ahmad A (2011) 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.
Khuong M, Tien B (2013) Factors influencing employee loyalty directly and indirectly through job satisfaction – A study of banking sector in Ho Chi Minh City. International Journal of Current Research and Academic Review 1 (4): 81-95.
Kim P, Han P (2013) Effects of job satisfaction on service quality, customer satisfaction, and customer loyalty: The case of a local state-owned enterprise. WSEAS Transactions on Business and Economics 1 (10): 49-68.
Kumar V, Smart P, Maddern H, Maull R (2008) Alternative perspectives on service quality and customer satisfaction: the role of BPM. International Journal of Service Indus-try Management 19 (2): 176-187. https://doi.org/10.1108/ 09564230810869720
Laroche M, Ueltschy L, Abe S, Cleveland M, Yannopoulos P (2004) Service quality perceptions and customer satisfaction: Evaluating the role of culture. Journal of International Marke-ting 12 (3): 58-85. https://doi.org/10.1509/jimk.12.3.58.38100
Latif K, Baloch Q, Rehman S (2016) Role of internal service qu-ality (ISQ) in the linkage between perceived organizational support and organizational performance. City University Research Journal 6 (1): 1-22.
Leufvén M, Vitrakoti R, Bergström Ashish K, Målqvist M (2015) Dimensions of learning organizations questionnaire (DLOQ) in a low-resource health care setting in Nepal. Health Research Policy and Systems 13 (6): 1-8. https://doi.org/10.1186/1478-4505-13-6
Liu C, Yen L (2010) The effects of service quality, tourism impact, and tourist satisfaction on tourist choice of leisure farming types. African Journal of Business Management 4 (8): 1529-1545.
Locke EA (1976) The nature and causes of job satisfaction. Handbook of industrial and Organizational Psychology, Chicago, Rand McNally.
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Marković S, Raspor S (2010) Measuring perceived service quality using servqual: a case study of the Croatian hotel industry. Management 5 (3): 195-209.
Marsick V, Watkins K (2003) Demonstrating the value of an orga-nization’s learning culture: The dimensions of learning organi-zations questionnaire. Advances in Developing Human Resour-ces 5: 132-151. https://doi.org/10.1177/1523422303005002002
Marshall G, Baker J, Finn D (1998) Exploring internal customer service quality. Journal of Business and Industrial marketing 13 (4/5): 381-392. https://doi.org/10.1108/08858629810226681
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