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Investigating the Causal Relationship between Service Quality and Customer Satisfaction by Granger's Test of Casuality Method  

Park, Yoon-Seo (전북대학교 경영학부)
Publication Information
Journal of the Korean Operations Research and Management Science Society / v.36, no.4, 2011 , pp. 143-160 More about this Journal
Abstract
In the marketing research area, service quality and customer satisfaction have been considered as ones of the most important marketing variables. However, there has been a lot of controversy over the direction of the casual relationship between the service quality and the customer satisfaction. The purpose of this study is to investigate the casual relationship between the service quality and the customer satisfaction. Granger's test of casuality method has been used to test the casuality relationship between two variables. In this paper, we applied the Granger's test of casuality method to KS-SQI and NCSI data of 17 business area which had been gathered annually. As the research result, we found that the customer satisfaction might cause the service quality in many service area.
Keywords
Service Quality; Customer Satisfaction; KS-SQI; NCSI; Granger's Test of Casuality;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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