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Service Quality Dimensions and Members' Satisfaction: A Mixed-Methods

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 Service Quality Dimensions and Members’ Satisfaction:
A Mixed-Methods Approach

Yusman Yacob*
Faculty of Business Management, Universiti Teknologi MARA (UiTM)

Hiram Ting
Institute of Borneo Studies, Universiti Malaysia Sarawak (UNIMAS)

Jati Kasuma Ali

Faculty of Business Management, Universiti Teknologi MARA (UiTM)

*Corresponding author

ABSTRACT

This study attempts to investigate the relationship between service quality dimensions and
satisfaction of credit cooperative members in Sarawak. This study used mixed method approach
that involves two phases. The first phase employed a focus group interview to explore the
experiences concerning service quality. The result in the first phase is used in the second phase of
the study. The second phase of this study uses a quantitative methodology which employs a self-
administered and a cross sectional survey design. 500 copies of questionnaires were distributed to
credit cooperative members and 367 usable copies were subsequently collected. Partial least
squares structural equation modelling (PLS-SEM) was utilized to assess the effect of service quality
dimensions on members’ satisfaction. From the first phase of this study, the researcher has found
a new dimension named Personal Interaction in the Service Quality Model. The findings show that
assurance, tangibility, reliability, responsiveness and personal interaction have positive effect on
members’ satisfaction whereas empathy does not. This study has important implications for policy
makers, government and stakeholders of cooperatives for devising appropriate interventions that
could enhance the satisfaction of members in credits cooperatives.

Keywords: Service Quality Dimensions; Members’ Satisfaction; Cooperatives

INTRODUCTION

The debate on the relationship between service quality and satisfaction is still ongoing in literature.
Other researchers stress that the quality of services can lead to customer satisfaction and behavioral
intention (Chia et.al, 2008; Ott, 2008; Molinari et. al, 2008). It creates competitive advantage and
has gained a lot of recognition, as a service delivery effort and receive high attention in the literature
review (Boshoff, 1997; Swanson & Kelley, 2001; Hocutt et. al., 2006; Morrisson & Huppertz,
2010). Past study has shown there is a positive relationship between service quality and business
performance (Parasuraman et al., 1988). Ngadi (2010) highlights some of the challenges faced by
credit cooperative are when most of their members have resigned and this has bringing an impact
for the cooperative to provide loans. Therefore, efforts should be taken by the cooperative to
recover this situation by gaining the confidence among the members, especially in providing the
best service.

According to Hayati et.al (2008), credit cooperatives are currently receiving vast competition from
the financial institutions. There are various credit products in the market with different features. As
various credit products grow in the market, this has given a challenge to the credit cooperatives
which are still operated in a small scale operation. In the National Cooperative Policy Plan 2011-
2020, financial services cooperatives are encouraged to offer various financial products such as Ar-
Rahnu and credit financing and also other financing services as to support the business development
in the country. Unfortunately, present trend shows that cooperatives in Malaysia are still not able
to stand and compete with other business operators who can offer various products and services
competitively. Even though with a wide range of business and size of the membership, cooperatives
are still far behind in terms of business volume, growth and diversification compared to private
businesses and small firms (Azmah & Fatimah, 2008).

The rapid growth and increasingly complex market in the service sector has provided an
opportunity for researchers to study on behaviour and the importance of issues related to service
quality. Most experts agree service quality is the most effective form of market and competitive
business strategy nowadays. This study examines the relationship between service quality
dimensions and members’ satisfaction of Sarawak credit cooperative. Members are the main client
who are responsible to subscribe on the products and services which their cooperative offered.

LITERATURE REVIEW

Levesque and McDougall (1996) states that good service quality results in customer satisfaction
and loyalty, greater willingness to recommend to someone else, reduction in complaints, and
improves customer retention rates. Service quality, customer satisfaction and customer loyalty are
important factors to the success of the competition for service-based business (Rust, Zahorik &
Keiningham, 1995). The relationship between service quality and customer satisfaction will lead
to customer loyalty. Therefore, the relationship between service quality and loyalty is greatly
influenced by customer satisfaction (Lei & Jolibert, 2012).

Satisfaction refers to the feeling or attitude towards a product or service after they have been used.
Satisfaction and service quality are often connected together because they act as perceptions and
expectations. Customer satisfaction is determined by defining the perception of quality,
expectations and preferences. Kotler (2000), Hoyer & Maclnnis (2001), Hansemark & Albinson
(2004) refer satisfaction as an overall attitude of the customer behavior to the suppliers of products
and services. Shpettim (2012) refers satisfaction of a necessity in the context of business is
worldwide. Satisfaction actually encourages customers to buy more goods or services. A customer
who achieves a maximum level of satisfaction will revisit the store to retrieve the goods or services.
In addition, a satisfied customer will also provide positive feedback on products or services to
existing customers and also consider other potential customers to buy the same goods or services.

Members’ satisfaction in the cooperative is recognized as an important measure to ensure the

business success. The goal is to meet the objectives through services offered. Harris & Harrington
(2000) also underline that customer satisfaction can be achieved by understanding the needs of their
customers and continuously to provide goods and services. Therefore, service quality of the
organization is closely related to members’ satisfaction; whether members of the cooperative are
satisfied with the quality of services offered. The role of cooperatives in promoting business is not
only focused on the profit alone, but also on the priority need of their clients. Customers who are
satisfied with the quality of services offered will form a basis of cooperative business success. This
will lead to customer loyalty towards brand products. The customers will always come back to buy
and disseminate the information positively.

RESEARCH FRAMEWORK AND HYPOTHESES

Service quality model adapted in this study was developed by Parasuraman (1988) which is divided
into five (5) components, namely (i) Assurance (ii) Empathy, (iii) Tangibility, (iv) Reliability and
(v) Responsiveness. The Personal Interaction dimension was developed from the qualitative phase
of this study.
 ASSURANCE

EMPATHY

TANGIBILITY
MEMBERS’
SATISFACTION
RELIABILITY

RESPONSIVENESS

PERSONAL
INTERACTION

Figure 1 Research Framework (Parasuraman et.al, (1988) and Qualitative Phase

Tangibility refers to the state of the physical assets of the firm such as buildings, vehicles, property
and staff. Reliability refers to the ability of the firm to provide services guaranteed to be accurate
and reliable. While Responsiveness refers to the willingness of the firm to help their customers by
providing quick service and to provide ultimate satisfaction to their customers. Assurance refers to
the knowledge and attention of the firm in providing the services and their ability to convey trust
and confidence towards customers. Empathy refers to the level of attention given to every
individual customers dealing with the firm. According to Mainela & Ulkuniemi (2013), personal
interaction refers to part of the business plan in relations within three (3) levels of interaction. In
the 'Person-to-Person' level, it focuses on the exchange of personal interactions science of 'tacit'
knowledge that is tacit, social value and development value. In the 'Contact' level, the personal
interaction means the intention to conduct sales activities, the establishment and supervision of the
communication on 'sleeping phase'. In the third phase of 'Community' level, representatives of the
firm using personal interaction within the network to get information apart from socializing.

Accordingly, six hypotheses are formulated to address the research problems and objectives:-

H1 Assurance has a positive effect on satisfaction of members at credit cooperatives

H2 Empathy has a positive effect on satisfaction of members at credit cooperatives
H3 Tangibility has a positive effect on satisfaction of members at credit cooperatives
H4 Reliability has a positive effect on satisfaction of members at credit cooperatives
H5 Responsiveness has a positive effect on satisfaction of members at credit cooperatives
H6 Personal Interaction has a positive effect on satisfaction of members at credit
cooperatives (Note: this hypothesis is added after qualitative study)

METHODOLOGY

Research Setting and Subjects

In line with the National Cooperative Policy Plan 2011-2020, financial service cooperatives are
encouraged to emphasize on retaining members who are their major client. The target population
for this study involves members who have been using credit facilities from the credit cooperative.
There were 18 credit cooperatives actively running credit business in Sarawak. To collect the
respondents’ data, we contacted and visited each of the selected cooperative. Since the sampling
frame was not available, the sample of this study consists of randomly selected customers who
came to the cooperative at the time the survey was conducted.

This study involves mixed method approach in two phases. The first phase is to explore their
experiences concerning service quality of their cooperative. For this purpose, face to face
interviews with six Board of Directors and seven ordinary members of the cooperative has been
carried out. The questions asked are related to the service quality dimensions available in the model
Parasuraman (1985, 1988), Zeithmal (2000) and Grönroos (1982). The results of these interviews
were used to complement the existing service quality model to be used in this study. The second
phase of this study uses a quantitative methodology, which employs a self-administered and a cross
sectional survey design.

Sample Size

Although qualitative study concerns with data quality rather than sample size, determination of the
sample size takes into consideration the statistical techniques that will be deployed in the
quantitative study. G-Power analysis software 3.1.9.2 will be used to determine the sample size of
this study. As the study will use purposive sampling, by using G-Power analysis software 3.1.9.2,
effect size of f square 0.15, α error prob 0.05, power of 0.8 with number of 6 tested predictors,
therefore 98 respondents is the minimum sampling for this study.

Data Collection Method

After conducted the first qualitative phase, a new service quality dimension was found which refers
to personal interaction theme. This dimension was tested in the existing model of service quality
(Parasuraman, 1985). Data was collected using a structured questionnaire. As there was no
sampling frame available, samples could not be obtained via probability sampling. 500
questionnaires were distributed to the members who are the customer of cooperative. Members at
the cooperative were given the questionnaires while they were waiting to be served at the counter.
At the end of the data collection period, a total of 389 questionnaires were collected. However, only
367 completed questionnaires were used for data analysis.

Measurement of Variables

The questionnaire was developed by adopting measurements from few studies. Measures for
service quality were adopted from Parasuraman (1988) consists of 32 items. The new dimension
which consists of six items were developed based on the interview and adapted from Caro and
Roemer (2006), Dagger et al. (2007) and Caro and Garcia (2007, 2008), comprising the elements
of staff service, attitude, expertise and problem-solving. The satisfaction construct consists of six
items (Jamal and Naser, 2002; Mittal and Kamakura, 2001 and Cronin and Taylor, 1992).

Data Analysis

The researcher used a Partial Least Squares (PLS) approach to test the hypotheses using Smart PLS
Version 3.0 to analyze the data. The bootstrapping technique was used to determine the significance
level for loadings, and path coefficients (Chin, 1998).

FINDINGS

Qualitative Findings

The findings of personal interviews with six Board of Directors and seven ordinary members of the
cooperative has shown that in addition to service quality dimensions stated in the works of
Parasuraman (1985, 1988), Zeithmal (2000) and Grönroos (1982), personal interaction is found to
be the additional dimension. It suggest that the service purveyed by the cooperatives is not only
evaluated by the dimension in existing literature, it is also assessed by personal interaction. On the
basis of data saturation, it is evident that personal interaction is crucial in applying loans and
carrying out various credit services among members in cooperatives. As such, this additional
dimension is incorporated into the quantitative study so as to determine its effect on member
satisfaction.

Quantitative Findings

Respondent Profile

Table 1 shows the demographic profile of 367 clients of Credit Cooperatives in Sarawak. A
response rate of 70% suggests there is no major issue with response error. Of the 367 respondents,
a total of 234 (63.8 percent) were male while 133 (36.2 percent) were female. The income level
group of RM1501-RM2500 (33.5 percent) and RM2500 above (44.4 percent) account for the
biggest of the sample. For the education level, only 21.8 percent of them possessed tertiary level
education. Majority 46.6 percent of the respondents have obtained loan service for more than 3
times.

Table 1: Demographic Profiles

Variable Count Percentage
Gender Male 234 63.8
Female 133 36.2
Income Level Below RM500 16 4.4
RM501 – RM1500 65 17.7
RM1501 – RM2500 123 33.5
RM2500 and above 163 44.4
Education Level Primary level 41 11.1
Secondary level 236 64.3
Tertiary level 80 21.8
Others/Not stated 10 2.7
Frequency Getting 1 time 108 29.4
Loans 2 times 43 11.7
3 times 45 12.3
More than 3 times 171 46.6

Research Model

The research model of the study is illustrated as shown in Figure 2. Given the addition of qualitative
findings on personal interaction, all six dimensions pertaining to service quality (assurance,
empathy, reliability, responsiveness, tangibility and personal interaction) are constructed as
independent variables pointing directly at satisfaction as dependent variable. Such specification
allows prediction of personal interaction on satisfaction in a structural model.
 Figure 2: Research Model of the Study

Measurement Model

All constructs in the model satisfy the requirements for data internal consistency as their composite
reliability (CR) and Cronbach alpha values are greater than 0.70 (Gefen et al., 2000; Nunnally,
1978). Convergent validity is assured when each loading is greater than 0.50 and average variance
extracted (AVE) is also greater than 0.50 as shown in Table 2a.

Table 2a: Convergent Validity

Construct Items Loadings AVEa CRb Alpha
Assurance (ASS) ASS1 0.831 0.748 0.937 0.915
ASS2 0.828
ASS3 0.900
ASS4 0.881
ASS5 0.880
Empathy (EMP) EMP1 0.818 0.760 0.950 0.937
EMP2 0.886
EMP3 0.901
EMP4 0.874
EMP5 0.875
EMP6 0.874
Personal Interaction (PI) PI1 0.829 0.767 0.952 0.939
PI2 0.848
PI3 0.903
PI4 0.904
PI5 0.902
PI6 0.865
Reliability (REL) REL1 0.833 0.733 0.951 0.939
REL2 0.859
REL3 0.874
REL4 0.820
REL5 0.884
REL6 0.887
REL7 0.834
Responsiveness (RES) RES1 0.865 0.718 0.939 0.921
RES2 0.889
RES3 0.867
RES4 0.846
Construct Items Loadings AVEa CRb Alpha
RES5 Removed
RES6 0.793
RES7 0.821
Satisfaction (SAT) SAT1 0.887 0.741 0.945 0.930
SAT2 0.873
SAT3 0.894
SAT4 0.848
SAT5 0.850
SAT6 0.809
Tangibility (TAN) TAN1 0.842 0.699 0.949 0.938
TAN2 0.856
TAN3 0.875
TAN4 0.871
TAN5 0.863
TAN6 0.816
TAN7 0.806
TAN8 0.752
a
Average variance extracted (AVE) = (summation of the square of the factor loadings)/(summation of the
square of the factor loadings) + (summation of the error variances)
b
Composite reliability (CR) = (square of the summation of the factor loadings)/(square of the summation
of the factor loadings) + (square of the summation of the error variances)

Discriminant validity is also secured using Fornell and Larcker’s (1981) criterion when the square
root of AVE is greater than each correlation coefficient (Bagozzi & Yi, 1988; Chin, 1998; Hair et
al., 2011). Hence, it indicates multi-collinearity is not an issue between constructs in the model.
The findings are presented as follows in Table 2b.

Table 2b: Discriminant Validity

ASS EMP PI REL RES SAT TAN
ASS 0.865
EMP 0.794 0.872
PI 0.779 0.792 0.876
REL 0.847 0.804 0.817 0.856
RES 0.777 0.841 0.764 0.789 0.847
SAT 0.765 0.770 0.841 0.832 0.760 0.861
TAN 0.687 0.691 0.801 0.721 0.657 0.752 0.836
Note: Diagonals represent the square root of the AVE while the off-diagonals represent the
correlations

Structural Model

Bootstrapping procedure is utilized to determine whether the all path relationships in the models
are significant or not. Bootstrap sub-samples with 1,000 cases were thus created to estimate the
model for each subsample (Hair et al., 2011). The t-values for each path relationship and decision
to hypothetical testing are shown in Table 3. The findings show that all constructs, except for
empathy, are found to have positive effect on satisfaction. In particular, the relationship between
personal interaction and satisfaction is significant at 99 percent confidence level. Hence, aside from
H2, all postulated hypotheses are supported.

Table 3: Path Coefficients

Hypo Path Relationship Beta Value Std Error t-value Decision
H1 ASS > SAT 0.011 0.073 0.152* Supported
H2 EMP > SAT 0.050 0.064 0.772 Not supported
H3 TAN > SAT 0.133 0.051 2.605*** Supported
H4 REL > SAT 0.326 0.067 4.856*** Supported
 H5 RES > SAT 0.106 0.056 1.874** Supported
H6 PI > SAT 0.339 0.069 4.916*** Supported
*p < 0.1, **p < 0.05, ***p < 0.01

Given the parameters of PLS-SEM, blindfolding procedure is used to assess the predictive
relevance of the model (Chin, 1998). Since cross-validated redundancy (Q2) is for estimating latent
construct, it is therefore looked into in the study. The result of Q2 being 0.571, which is greater than
0, indicates there is predictive relevance in the model (Fornell & Cha, 1994). R squared (R2) value
of 0.784 for satisfaction is found to be strong (Cohen, 1988). Despite the significance effect of
personal interaction on satisfaction, the effect size is small (R2 being 0.760 when personal
interaction is excluded). Findings for the models are shown in Table 4.

Table 4: R2 and Cross-validated Redundancy

Constructs R2 CV-Comm (H2) CV-Red (Q2)
ATT 0.784 0.623 0.571

DISCUSSION

This study has proposed a Service Quality model for cooperative which is adapted from SQ Model
(Parasuraman, 1988). This model examines the relationship between service quality dimensions
and satisfaction by introducing a new dimension of Personal Interaction which is found from the
qualitative stage. The results of this study support the findings in the literature that service quality
has a positive effect on customer satisfaction (Caruana, 2002). However, empathy dimension is
found not supported in the relationship of the model. This study also provided empirical evidence
that personal interaction has a positive effect on members’ satisfaction. Therefore, managers should
give more emphasis on the quality of personal interactions if they want their customer to
continuously satisfy and loyal to their service (Allameh et. al, 2012).

CONCLUSION

Credit Cooperatives should focus on building more attention to satisfy their members. Therefore,
Cooperatives need to play an important role to enhance their relationship between members as been
emphasized in the empathy dimension (the level of attention given to every individual customers
dealing with the firm). Financial service is an engine growth of the country. Credit cooperative
should develop sustainable strategies to deliver their services efficiently and continuously
communicate their services among members. In conclusion, this study can be extended further by
involving credit cooperatives in Peninsular Malaysia. This would lead to a better generalization of
the credit cooperative sector. We also suggested that further study to explore factors contributing
to their satisfaction need to be carried in order to help the development of cooperative sector in
Malaysia.

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