Abstract:
Service quality and customer satisfaction are very important concepts that
companies must understand in order to remain competitive and survive in the
business. Therefore it is vital for businesses to understand how to measure
service quality from the consumers’ perspective. Delivering a quality service
will leads to higher customer satisfaction and profitability, reduction cost,
enhance customer loyalty and retention. The main purpose of this study is to
identify Service Quality and Its Impacts on Customer Satisfaction in Colombo
South Area of Ceylon Electricity Board. SERVQUAL model is used to
measure the quality of the service offered by Ceylon Electricity Board. The
model consists of five dimensions such as tangibility, reliability,
responsiveness assurance and empathy. Data was collected from customers in
Colombo South Area in order to assess their expectations and perceptions of
services received through structured questionnaire. Findings indicate there are
relationships between service quality and service quality dimensions, all the
SERVQUAL dimensions have a significant relationship with service quality
and customer satisfaction. Tangibility, Reliability, Responsiveness, Assurance
and empathy are all equally important for customer satisfaction. The
management should not only focus for achieving objectives of the government
and making profits, but must also look into the needs of the customers as well.
Management should take responsibilities for implementing service quality
improvement programmes and such programmes to be strictly followed
effectively.
