SERVICE QUALITY AND CUSTOMER LOYALTY IN PEACEKEEPING MISSIONS

Azman Ismail (Faculty of Economics & Management. Universiti Kebangsaan Malaysia. 46300 UKM, Selangor)
Mohd Helmi Ali (Faculty of Economics & Management. Universiti Kebangsaan Malaysia. 46300 UKM, Selangor)
Ahmad Azan Ridzuan (Faculty of Defence and Management Studies. Universiti Pertahanan Nasional Malaysia. 57000 Kem Sungai Besi, Kuala Lumpur)
Herwina Rosnan (Arshad Ayub Graduate Business School, Universiti Teknologi MARA. 40450 Shah Alam, Selangor)

Jurnal Manajemen dan Kewirausahaan
Vol. 18 No. 1 (2016): MARCH 2016

The capability of service providers to plan and implement the quality components in executing daily job may have a significant impact on customer loyalty. However, the role of service quality as an important determinant has been given less attention in the workplace quality research literature. Therefore, this study was undertaken to measure the relationship between service quality and customer loyalty. A survey method was employed to collect data from Malaysian soldiers who involved in peacekeeping missions at Middle Eastern country. The outcomes of SmartPLS path model analysis demonstrate that the ability of organization to appropriately implement tangible, reliability, responsiveness, assurance and empathy in executing daily job has been important determinants of customer loyalty. Further, this study provides discussion, implications and conclusion.