Implementation of service quality as a strategy for small and medium-sized transport enterprises | |
| Author | Arnon Tangjaitong |
| Call Number | AIT RSPR no.SM-21-33 |
| Subject(s) | Customer services--Management Strategic planning SERVQUAL (Service quality framework) |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | The general cargo truck. business is very competitive, especially for small and medium enterprises. 3 types of rivals are identified. They are goliaths, dragons, and cowboys. Goliaths represent large companies such as those publicly listed companies. Dragons represented internet companies with the ability to expand the market aggressively. Cowboys are those within SME size and similar market and resources with SMEs. According to the awareness, motivation, and capability framework, improving service is a successful strategy against all 3 rivals. SERVQUAL is used to identify service quality dimensions that are positively related to customer satisfaction and loyalty. The study found that while good outcome quality is expected, it is not significantly related to customer satisfaction or loyalty. Potential and process quality, however, were found to be significantly related to customer satisfaction. SMEs are recommended to use their flexibility, and prompt responsiveness to win local customers over goliaths. Providing on-site personal and technical supports to win customers over dragons. Handling communication and information effectively to take a competitive advantage over cowboys. |
| Year | 2021 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Venkatesh, Sundar; |
| Examination Committee(s) | Badir, Yuosre F. M.;Zimmermann, Willi; |
| Scholarship Donor(s) | Royal Thai Government;Asian Institute of Technology Fellowship; |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2021 |