2nd INTERNATIONAL CONFERENCE ON MANAGEMENT
(2nd ICM 2012) PROCEEDING
11th - 12th JUNE 2012. HOLIDAY VILLA BEACH RESORT & SPA, LANGKAWI KEDAH, MALAYSIA
ISBN: 978-967-5705-07-6. WEBSITE: w w w . i n t e r n a t i o n a l c o n f e r e n c e . c o m . m y
Customer satisfaction will come from the experience of consumers by comparing expected level of
service and delivered level of service. In this relationship Perception has a direct effect on customer
satisfaction but expectation does not have a direct effect on customer satisfaction (Anderson & Sullivan,
1993).
Therefore, quality of service has an indirect effect on company’s performance. It is crucial for companies
to find out what their customers need, want and what they perceive. One of the most important
elements in customer satisfaction and company profitability is quality of service (product). In addition,
managers need to identify weaknesses and consider planning for improvement in quality, thereby
improving efficiency, profitability and overall performance. Because of that, interest in this area has
increased during recent decades and researchers have started to find the best way of measuring
customer perspective.