Analyzing the Relationship between Service Quality and Customer Satisfaction : A Study on Sadat University in Egypt

Purpose: The purpose of this study is to examine the relationship between SQ (tangibility, reliability, responsiveness, assurance, and empathy) and CS. Research Design/Methodology: To assess positive SQ, refer to (SQ Questionnaire, Cronin & Taylor, 1992), and CS (CS Questionnaire, Athanassopoulos, et al, 2001). The data of the study was collected from 470 employees at Sadat University in Egypt. Out of the 692 questionnaires that were distributed to employees at Sadat University in Egypt, 470 usable questionnaires were returned, a response rate of 68%. Multiple Regression Analysis (MRA) was used to confirm the research hypotheses. Findings: The research has found that there is significant relationship between SQ and CS at Sadat University in Egypt. CS significantly influenced SQ. The finding reveals that SQ affects CS. This study has been specifically conducted to seek empirical justification by considering SQ as the main contributory factor towards CS. Practical implications: Learning the relationships between SQ and CS can effectively allocate their resources and develop a rational plan to improve their SQ under specific business circumstances. Sadat University can attract more customers. Managers are advised to satisfy and better manage their relationships through quality product and service offerings to their customers as a competitive policy in the marketplace. Sadat University is required to offer products/services that meet or surpass consumers' expectation. The study also reveals interesting implications in SQ and CL, useful to both academics and practitioners. Managers will find this research helpful in better understanding these variables and their roles on their companies' performance. Based on the study, organization managers are advised to satisfy and better manage their relationships through SQ offerings to their customers as a competitive policy in the marketplace. Originality/value: This research dealt with SQ in terms of its concept and dimensions, in addition to dealing with the CS at Sadat University in Egypt