Parasuraman
et al. (1994) have similarly suggested that service
quality, product quality and price are all of equal
importance affecting customer satisfaction. Since most
service industries provide both tangible products and
intangible services (Rathmell, 1966; Shostack, 1977;
Rushton and Carson, 1989), it is justified to simultaneously
test the effects of service quality, product
quality and price on customer satisfaction.