Customer Satisfaction Improvement in Service Industry: A Case Study of a Company Providing Crane Safety Inspection Services

Abstract

This research aimed to 1) examine the level of importance of factors affecting customer service satisfaction in the industrial sector, 2) identify the components of factors affecting customer service satisfaction in the industrial sector, and 3) propose guidelines for service improvement. The research instrument was a questionnaire based on the SERVQUAL model proposed by Parasuraman, Zeithaml, and Berry (1988). measuring service quality across five dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. This study employed a quantitative research methodology. The sample consisted of customers from industrial factories and construction companies nationwide. Statistical analyses included frequency, mean, standard deviation, and factor analysis. The findings revealed that the overall importance level of factors affecting service satisfaction was high (= 4.49, S.D. = 0.39). When examined by dimension in descending order: Responsiveness (= 4.53, S.D. = 0.40), Reliability (= 4.52, S.D. = 0.42), Assurance (= 4.50, S.D. = 0.44), Tangibles (= 4.46, S.D. = 0.41), and Empathy (= 4.46, S.D. = 0.49). The guidelines for service improvement to enhance customer satisfaction comprised 10 main factors and 31 sub-factors. The main factors were: 1) reliability of services, 2) building relationships with customers, 3) responsiveness in services, 4) atmosphere and reliability of services, 5) speed of services, 6) professionalism in services, 7) readiness of service location, 8) accuracy of services, 9) readiness of technology used in services, and 10) efficiency in after-sales services.