Examining the Effects of Services Quality Gap Based on the Customer Loyalty and Satisfaction through SERVQUAL Method (Saadat Poya Teb Company as a Case Study)

In the today’s competitive world, the organizations’ survive depends on its customers. Indeed, customer loyalty is one of the main factors for achieving competitive advantage. On the other hand, services quality is one of the most important effective factors on the customers’ loyalty. Sometimes, there is a difference and gap between actual quality and desirable level of quality. This gap can be effective on the customers’ loyalty negatively. This is why that the present study was aimed to examine the effects of services quality gap based on the customer loyalty and satisfaction through SERVQUAL method. This study is a descriptive-survey research from research identity and is a practical research from purpose view. The statistical population of this study includes 40 medical centers that had relationship with Poya Teb Company. In order to collect the research data, library and field study methods have been used. A self-administrated questionnaire has been used for collecting the research data from respondents. For this purpose, 40 supervisors of medical centers were asked to answer the questionnaire. In order to examine and confirm validity of the questionnaire, the sell experts and professionals and academic authors and researchers are asked to review and modify the questionnaire. The final version of the questionnaire has been developed after modifying its draft version. Also Cronbachs’ Alpha Coefficient has been used for examining and confirming reliability of the questionnaire. The coefficient was 0.92 for our questionnaire that confirm its reliability. In order to examine the research data and test the research hypotheses, the SPSS software has been used. The results of this study revealed that there is a significant difference between customers’ perception and expectation in terms of components of services quality. On the other hand, there is a significant relationship between services quality gap and customers’ loyalty and satisfaction. Finally, another part of the results revealed that the customer satisfaction plays a mediating role in this relationship.