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THE IMPACT OF SERVICE QUALITY DELIVERY TOWARDS CUSTOMER

SATISFACTION IN MEDICAL DIAGNOSTICS LABORATORY INDUSTRY
Article · October 2018
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The Turkish Online Journal of Design, Art and Communication - TOJDAC
ISSN: 2146-5193, September 2018 Special Edition, p.3054-3064
THE IMPACT OF SERVICE QUALITY DELIVERY TOWARDS

CUSTOMER SATISFACTION IN MEDICAL DIAGNOSTICS
LABORATORY INDUSTRY
1Harcharanjit Singh*, 2Md Jeffry Joe Meyer, 3, Nur Naha Abu Mansor, 4Soon Singh, 5Morro, Krubally
1UniversitiTechnology Malaysia, International Business School, Level 10, Menara Razak, Jalan
Semarak, 54100, Kuala Lumpur, Malaysia, harcharanjit@utm.my
2Universiti Technology Malaysia, International Business School, Level 10, Menara Razak, Jalan
Semarak, 54100, Kuala Lumpur, Malaysia, jeffrymeyer@ymail.com
Semarak, 54100, Kuala Lumpur, Malaysia, nurnaha@utm.my
4Universiti Malaysia Sabah, Faculty of Psychology and Education, Jalan UMS, Kota Kinabalu, 88400,
Sabah, Malaysia, Soonbs@ums.edu.my
Semarak, 54100, Kuala Lumpur, Malaysia, morrokrubally@yahoo.com
Corresponding Author - Email Address: harcharanjit@utm.my
ABSTRACT
Service quality and customer satisfaction are inseparable issues that would lead to higher service
recognition and improve organization performance. This research sets to provide some understanding on
how reliability, responsiveness and turnaround time affects the customer satisfaction through service
quality. SERQUAL scale was used to assess the customer perceptions of the service quality delivered by
Medical Laboratory Service Provider (MLSP) in Malaysia. A total of 122 self-administered
questionnaires were distributed amongst medical professionals in Malaysia. Multiple regression analysis
was used to test the research hypotheses. The research found that reliability, responsiveness and
turnaround time has a significant influence on service quality. The results may provide some direction for
employers and policymakers to maintain excellence service quality, conserve the customer and some
bearing for the future research.
Keywords: Service Quality, Customer Satisfaction, SERQUAL, Medical Laboratory Service
1. Introduction
Healthcare is a crucial and important sector in Malaysia. Under the 2012 budget, Malaysia government
allocated RM 16.87 Billion (USD 5.4 Billion) for healthcare sector. Malaysia Healthcare System consists
40% of public and (60%) of private facilities (Frost & Sullivan, 2013). Demographic profiling shows that
there is a significant increment in the number of ageing populations in Malaysia. As consequence, the
number of patients increased tremendously in the healthcare facilities (Durrishah, 2012). Although, the
number of healthcare services increased in public and private sectors in Malaysia; healthcare facilities are
not able to cater the increasing healthcare demand; there is also shortage in the medical workforce such as
specialists (Durrishah, 2012). As the result of increased healthcare services in public and private sectors in
Malaysia, there was also an increase in medical laboratory diagnostic industry in Malaysia. In 2006, there
were around 240 million pathology tests requested and performed throughout Malaysia. Moreover, from
this pathology tests 46% were performed in the Ministry of Health (MOH) labs, 10% of the test was
conducted in public hospitals and while another 44 % were conducted in the private labs (Durrishah,
2012). The Malaysian government aspires to enhance the quality and standard of existing hospitals,
including building and facilitating new hospitals, increase the numbers of medical centres and improve
medical services (Country Health Plan, 2010). Since the number of healthcare providers increase both in
government and private sectors; medical diagnostic laboratories faced lots of challenges to provide better
service quality to these hospitals.
Submit Date: 06.07. 2018, Acceptance Date: 25.08.2018, DOI NO: 10.7456/1080SSE/382
Research Article - This article was checked by Turnitin
Copyright © The Turkish Online Journal of Design, Art and Communication
2. Problem Statement
The Medical Diagnostics Laboratory Services is an ancillary department in healthcare sector. Medical
diagnostics laboratory plays a vital role in the screening, diagnosis and monitoring diseases. Medical
diagnostics lab helps and provides medical practitioners a healthcare service of high standard to patients
(Ramessur, Hurreeram & Maistry, 2015). Medical diagnostic lab and medical practitioners are being
required to operate in-tandem for synchronized actions leading to more outcome-oriented, patient-focused
and evidence-based approaches to service quality (Ramessur et al., 2015). Medical diagnostic labs in
public sector face so much pressure from its customers for service and quality timelines. This is due to the
increasing number of samples each year and lack of medical diagnostic technician and scientist
(Ramseook-Munhurrun, Lukea-Bhiwajee & Naidoo, 2010).
In private sector, the major concern is to know the performance of the medical diagnostic laboratory
providers from the customers’ perspectives – the medical practitioners. The medical diagnostic laboratory
providers must also aware that the services offered must be parallel with the demand and expectations of
their customer (Wisniewski, 2001). Reliability of results, turnaround time, and responsiveness are some of
the important factors to consider in customer-oriented market. In order to do this, we need to measure
service quality by comparing their expectations of service with their perceptions of service received
(McGriffen, Steward & Wisniewski, 1999). Moreover, Malaysian government is now looking forward to
put the nation as a medical tourism destination, the players of this industry try to expand their business by
establishing more services and at the same time improve the quality of services to the clinicians
(Ramessur et al., 2015) This provides the basis for the research which aims at developing a service quality
framework specific to medical diagnostics laboratory. Specifically the research will use reliability,
turnaround time and responsiveness in medical diagnostics laboratory as means to generate customer
satisfaction.
2.1 Reliability and Customer Satisfaction

Reliability of the services given is basically related to customer satisfaction. Reliability refers to the
compliance of the medical diagnostics lab to deliver whatever they have promises earlier. This includes
the accuracy of the test, turnaround time and few other determining requirements (Chakraborty & Roy.,
2011). Increase in workforce, chains of medical diagnostics laboratories and medical suppliers, complex
lab tests or services to offer and market competitiveness has become major concerns in setting the quality
to a higher standards. An effective quality control must be set up from the very beginning of the service or
product lifecycle. The process must be consistent and efficient so that it would not affect the other phase.
The lab personnel must understand and clear about the process so that any management decision that
needs empirical data can be roll out easily. By implementing a good practice of service reliability, medical
diagnostics lab can understand major problems that they are regularly encountered in daily operations.
This will then help them to take corrective actions for the benefit of both providers and customers
(Saghier & Nathan, 2013). Shrestha and Mishra (2015) suggested more research on the relationship
between reliability and Customer Satisfaction.
H1: There is a relationship between the service quality delivery (reliability) and customer satisfaction.
2.2 Responsiveness and Customer Satisfaction

Responsiveness of the lab services refers to the willingness of the medical diagnostic lab providers to
their customer’s by facilitating them with a faster, precise and dedicated service. Customer Satisfaction
increased if they get a prompt response and the best quality outcomes (Srivastav & Mittal, 2016).
Shrestha and Mishra (2015) found that the largest gap in the SERVQUAL model is of responsiveness.
Chakraborty and Roy (2011) found that empathy, tangibility, reliability, responsiveness, and assurance
have a positive effect on customer satisfaction. Shrestha and Mishra (2015) suggested more research on
responsiveness and Customer Satisfaction.
H2: There is a relationship between the service quality delivery (responsiveness) and the customer
satisfaction.
2.3 Turnaround time and Customer Satisfaction
The turnaround time refers to the time taken of a service rendered from the specimen reception up to
report validation and delivery. Management of report authorization and report delivery are vital essential.
Turnaround time has become the leading factor affecting ordering customer satisfaction (Chan, Carroll,
Linnau & Lehnert, 2015). Depending on the logistically arranged dispatch to release the results to all
clinics will absolutely consuming time. There is a need of medical diagnostic lab to adopt the Laboratory
Information System (LIS) to deliver the report direct from the workbench into doctors’ office (Ramessur
et al., 2015). Ramessur et al. (2015) high-lighted that turnaround time, test report, technology and
laboratory staff attitude and behaviour were significantly affect service quality in laboratory services. The
adoption of online system has enabled doctors’ to assess their patients’ medical report at their fingertips.
Timely analysis of lab tests will have a significant impact on the doctors’ decision and help patients’
management. Nevertheless, the customers' perception of time as well as their expectations for
responsiveness in quality service delivery is needed (Chung & Koo, 2015). As such, more research
between turnaround time and customer satisfaction is need (Chung & Koo, 2015).
H3: There is a relationship between the service quality delivery (turnaround time) and the customer
satisfaction.
2.4 The Relationship between Perceived Value, Reliability and Customer Satisfaction
Perceived value has been defined as the consumers' overall assessment of the utility of a product based on
perceptions of what is received and what is given (Caruana, Money & Berthon, 2000). Perceived value is
a trade-off between perceived benefits and sacrifices (Weinstein & Johnson, 1999). Service quality is
positively influenced perceived value and customer satisfaction (Kuo, Wu & Deng, 2009). Many
empirical studies found that perceived value positively influences customer satisfaction (Eggert & Ulaga,
2002; Hsu, 2006; Kuo et al, 2009; Lin & Wang, 2006; Turel & Serenko, 2006). Hence, greater perceived
value would lead to higher customer satisfaction (Kuo et al, 2009). When perceived quality is greater than
perceived costs, then it is said that customer value is high; in contrast if the cost higher than the quality
received, then customer value is determined as low (Matzler, Bailom, Hinterhuber, Renzl & Pichler,
2004). Moreover, “reliability” is most influential on perceived value and customer satisfaction (Kuo,
2003). Nevertheless, the moderating relationship between perceived quality and customer satisfaction is
still inconclusive and more research is needed in this area (Li, et al., 2015). Thus, the following
hypothesis was proposed.
H4: Perceived value moderates the relationship between service quality delivery (reliability) and the
customer satisfaction
2.5 The relationship between perceived value service quality delivery (turnaround time) and the
customer satisfaction
The relationship between perceived value, responsiveness and customer satisfaction is very important in
the marketing broad area (Prebensen, Woo, Chen, & Uysal, 2013). Perceived beholds judgments of value
based upon the consumers experience. Perceived value is important in determining customers’ satisfaction
(Jhandir, 2012). Turnaround time has become the leading factor affecting ordering customer satisfaction
(Chan et al., 2015). Ramessur et al. (2015) argued that turnaround time is one of the most important
factors that could affect the service quality in laboratory services. Hence, customer satisfaction is
increased if they get a prompt respond and the best quality outcomes (Srivastav & Mittal, 2016). There is
high possibility that perceived value moderates the relationship between service quality delivery
(turnaround time) and the customer satisfaction. As such, the moderating role of perceived value, between
turnaround time and customer satisfaction could be explored (Ryu, Lee, & Gon Kim, 2012)). Thus, the
following hypothesis was proposed.
H5: Perceived value moderates the relationship between service quality delivery (turnaround time) and the
customer satisfaction.
2.6 The Relationship between Perceived Value, Responsiveness and Customer Satisfaction
According to Chakraborty and Roy et al. (2011) empathy, tangibility, reliability, responsiveness, and
assurance have a significant impact of customer satisfaction. Customer satisfaction is highly generated
through quick response and action for customers (Srivastav & Mittal, 2016). Customer perceived value is
derived by comparing perceived benefits and perceived sacrifices/costs paid by the customer (Zeithaml,
Parasuraman, Berry & Berry, 1990). Service quality features such as responsiveness is positively related
to perceived value and customer satisfaction (Eggert & Ulaga, 2002). Shrestha and Mishra (2015)
suggested more research on responsiveness and Customer Satisfaction. According to (Clemes, Gan &
Ren, 2011) perceived service quality is affected by interaction quality, physical environment quality and
outcome quality (customer satisfaction). Many past studies paid attention to the relationship between
service quality and customer satisfaction (Caruana et al., 2000; Srivastav & Mittal, 2016; Prebensen et al.,
2013; Zeithaml, 1988). There is also high possibility that perceived value moderates the relationship
between service quality delivery (responsiveness) and the customer satisfaction (Chen & Tsai, 2007).
Nevertheless, the moderating role of perceived value between service quality delivery (responsiveness)
and the customer satisfaction received less attention (Caruana et al., 2000; Chen & Tsai, 2007). Thus, the
following hypothesis was proposed.
H6: Perceived value moderates the relationship between service quality delivery (responsiveness) and the
2.7 Three-Factor Theories
By looking at these three (3) gaps, it is clear that the medical diagnostics lab providers must evaluate the
expectation and perception from their customer towards the service quality performed. These facts will
help them to meet the customers’ satisfaction to a higher level. Three (3) factors theory is the main
theories used in the study. This theory justifies the relationship between customer satisfaction and service
quality. The Three Factors theory developed by Kano, (1984) has provided a theory that can differentiate
the variety of dimensions of quality.
This theory characterized service quality dimensions as three (3) main groups which is must-be,
attractive, one-dimensional and these groups result customer satisfaction in different way. Brandt (1988)
however suggested another three (3) categories – performance indicator, basic factor and excitement
factors. (Matzler et al., 2004) explained these factors in his research. Basic factors or dissatisfies
considered as the minimum requirement needed as a results in unhappy or dissatisfaction. Only the
fulfilment of the service rendered can give them full of satisfaction. Negative performance of such
attributes will have a strong influence on total satisfaction of customers compared to positive
performance. Excitement or satisfier factors will increase the customers’ satisfaction if properly
delivered. This factor also can results in no dissatisfaction at all if the service is not being provided. The
positive performance of this attributes will significantly impact consumers’ satisfaction in comparison to
negative performance. Last but not least, the performance factor. Performance factors can lead to total
satisfaction if only there is a high performance rendered. Low performance however will lead to
customer’s dissatisfaction.
3.0 Research Framework

Based on the literature review, the following research framework in Figure 1 was developed.
!
Figure 1: Research Framework
The sampling data was based in Kuala Lumpur, Malaysia. Kuala Lumpur was chosen because most of
the medical diagnostic laboratory both private and public is established in this area. The total numbers of
medical diagnostic laboratory in Kuala Lumpur was determined as 250. Respondents must have specific
knowledge about the business of research (Ottenbacher, Harrington, & Parsa, 2009). Hence, the
respondents for this study were owners of the Laboratory service providers in Klang Valley. As such, the
research targeted its respondents who were medical professionals (Medical Doctors, General
Practitioners, and Clinicians etc.) in healthcare settings for both public and private sectors. Hence, based
on (Krejcie & Morgan, 1970) with a confident interval of 95%, a sample size of 148 was determined.
Judgmental sampling method was chosen as the researcher required specific information from the owner
of business. A Service quality framework developed by Parasuraman, Zeithaml and Berry (2002).
SERVQUAL will be used as the basic to measure the impact of both variables. The SERVQUAL scale
proposed by Parasuraman is widely accepted tools for measuring service quality Ladhari, (2008).
Nonetheless, some modification suggested by in LabSERV will be implemented to specify the needs of
medical lab industry. The perceived value instruments were adopted from (Zeithaml, 1988). The
respondents were required to choose the scores based on their perceptions and expectation in every
statement on a Likert scale, range from 1 (Strongly disagree) to 5 (Strongly agree).
The data analysis was conducted using Statistical Package for Social Sciences (SPSS). The ideal value of
Cronbach’s alpha must be more than 0.7. The acceptable coefficient value of above 0.7; however the data
that obtained scores showed more than 0.8 coefficient values which are preferable (Pallant, 2011).
The Cronbach’s alpha coefficient reliability (α) test shows that the Cronbach’s alpha value ranged
between 0.982 and 0.845. The value indicates a high level of internal consistency for the scale an
acceptable level of reliability. Statistical test was performed to ensure the appropriateness of data for
factor analysis.
Table 1: Reliability Test Result
!
The Barlett’s test of sphericity (BTS = 1128.174, p<0.00) and the Kaiser-Meyor-Olkin measure of
sampling adequacy (KMO = 0.895). The results indicated that the data set was appropriate for conducting
factor analysis. Pearson correlation analysis was used to determine the connotation of reliability,
responsiveness, and turnaround time and customer satisfaction.
The correlation results suggested that responsiveness has stronger relationship with customer satisfaction
compared with the other variables. Perceived responsiveness is strongly correlated with customer
satisfaction (Wu, 2013). Hence, when service responsiveness is high, then it will generate higher
customer satisfaction. The SPSS program will mark a 0.05 significance level with one asterisk (*) and a
0.01 significance level with two asterisks (0.01). Table 2, shows Pearson correlation coefficient results
reliability, responsiveness and turnaround time are significant (p< 0.001 for a two-tailed test), based on
250 complete observations. The correlation analysis also showed that from the three variables
responsiveness appears to have highest correlation against customer satisfaction.
Table 2: Pearson Correlation Results
!
**Correlation is significant at the 0.01 level (2-tailed)
Regression analysis is a statistical method which is used to measure the impact of independent
variables on dependent variables. Since there are multiple variables to be tested; multiple regression
analysis was performed to test the research hypothesis; the results of the regression analysis is shown in
Table 3.
Table 3: Regression Results
Hierarchical regression analysis was used to test the interaction effects. While having interaction
effect, the variance inflation factors may upsurge and result multicollinearity effect. Hence, the variables
mean were centred before testing the interaction effect (Aiken, West & Reno, 1991). The Hierarchical
regression analysis procedure was conducted in three steps. Multiple regressions of control variables was
run in the first step, three variables (reliability responsiveness, turnaround time were added in the second
step; lastly the perceived value were added in the last step. The regression results is showed in Table 2.0.
4.0 Results
F test can be used to determine if new predictors could add additional predictive power. Hence, the
variables are added hierarchically rather than together. Based on the hierarchical regression (Step 1) the
regression model was supported (R2 = 5.5%, p< 0.001). According to the regression coefficients, income
(β = 0.59, p = 0.00) has a significant effect on customer satisfaction, meaning that customers who has
higher incomes will have get best services as compared to customer with lower incomes.
In (Step 2) with the addition, of the three dimensions of service quality (reliability, turnaround time and
responsiveness) increased the R2 to 54 percent (F value = 141.44, F = 0.00). The regression model is also
supported. All of the three variables have positive relationships with customer satisfaction.
Meaning, reliability, turnaround time and responsiveness has a direct and positive influence on customer
satisfaction (β = 0.53, p = 0.00). Thus, hypotheses H1, H2 and H3 are supported.
The findings concurs with past empirical that turnaround time has a direct and significant relationship
with customer satisfaction (Shrestha & Mishra, 2015; Srivastav & Mittal, 2016).
The findings concurs with past empirical findings that reliability has a significant relationship with
customer satisfaction (Chakraborty & Roy, 2011).
The research findings also concurs with past empirical findings that responsiveness has a positive
relationship with customer satisfaction (Eggert & Ulaga, 2002; Srivastav & Mittal, 2016).
In step 3, by adding the interaction terms to the main model, the R2 increased to 58.0 percent (F change =
82.43, F = 0.00). In this study, the researchers found that turnaround time, responsiveness, and reliability
is negatively associated with customer satisfaction (BTan*Sat = -0.05, p = 0.01; BRes*Sat = -0.03, p =
0.00; BRelXSat = -0.04, p = 0.00).
Turnaround time has a negative association with customer satisfaction. Thus, it can be implied that shorter
turnaround time, would lead to higher customer satisfaction.
Responsiveness has a negative association with customer satisfaction. Shorter service response time
would generate higher customer satisfaction.
Reliability has a negative associated with customer satisfaction. The result implies that when lab results
are more reliable; none or minimum errors, then customer satisfaction is also increased. Research results
suggested that turnaround time, responsiveness and reliability are factors that can significantly impact of
customer satisfaction. In addition, customer perceived value moderates the relationship between
turnaround time, responsiveness, reliability and customer satisfaction.
5.0 Discussion
The relationship between service tangibility and customer satisfaction encompasses the appearance of the
medical diagnostic laboratory personnel, facilities, materials and equipment. Many of the medical
diagnostic labs now are employing online result delivery for faster result tracking. All Laboratory
Information System (LIS) can be linked to the web page to let the doctor accessing their patients report.
Some of the labs are also adopt the online application via smart phone. This is some portion of service
tangibility in the medical diagnostic lab industry that can increase customer satisfaction.
Service reliability is all about accuracy and in the medical line reliability of the test performed is very
important. Most of the medical diagnostic labs now are bound to the Quality Assurance Program (QAP)
to assess their reliability of operation. MS15189 is one of the example of the accreditation to measure the
standard of the medical diagnostic lab are at the highest level. Other International audit programs
(External QAP) are also available now. In order to achieve this, the lab must enroll and meet certain
criteria that have been set up by the auditing body. Thus, service reliability will enhance customer
satisfaction.
Service responsiveness is the timely reaction towards the customers’ requirements. In order to be
responsive, lab staff must have the skills and knowledge to answer the entire requirement by medical
professionals. The requirement may come from various sources; such as list of test menu, requirement on
sample collection, suitable patients’ condition before collecting samples and even tracing lab results. As
such, a highly responsive lab staff who produce shorter responsive time would capture higher customer
satisfaction.
Time is very essential in the medical industry. As such, reporting of lab test must be met within a specific
time agreed between the medical laboratory and the doctors. Nevertheless, they are some weaknesses in
the service given by the medical laboratory provider. There are times, when the medical laboratory
provider is unable to meet doctors or customer request especially; when it comes to urgent samples.
Service turnaround time must be cleared for every test menu. Service turnaround time will then help the
doctor to estimate result release and the time for them to interpret the result to his/her patients. Service
turnaround time is part of LabSERV dimension that could increase customer satisfaction.
Technology and customer satisfaction plays an important role in medical diagnostic lab industry. Modern
medicines acknowledge this important factor; as it can bring a lot of benefit to the patients. Currently,
there are many research and development (R&D) conducted to provide better healthcare services. The
(R&D) industry will have a significant impact on the overall performance of healthcare service provider.
In the medical diagnostic laboratory industry, advanced technology would enhance the laboratory services
and generate higher customer satisfaction. Modern, equipment and state of the art technology could
process laboratory test swiftly, which would the increase service value in the eyes of customer.
Test reports are the end product of all the medical diagnostic laboratory. A clear, easy to read and
comprehensive report will enable medical professionals to interpret the result easily. Hence, laboratory
report must have complete patient details including patient’s name, identification no, MRN no, Lab no,
sex and other details. A comprehensive test report will has a significant impact to customer satisfaction.
Service communication seems to be very important especially when a request of laboratory test is
requested by a doctor. A confidential medical communication in discussing patient reports must be
adhered. Unclear information can lead to a lot of problems. Consequently, medical diagnostic laboratories
should maintain a clear communication and good rapport with doctor to avoid any misunderstanding and
problems. Nonetheless, clear communication could ensure greater customer satisfaction.
Laboratory staff, attitude and behavior could also have a positive or negative impact on customer
satisfaction. The research measured the attitude and behavior attributes on lab staff based on factors such
as courteous, committed, knowledgeable, and refrain from being rude. The research found that staffs
attitude and behavior could also influence customer satisfaction.
6.0 Contribution of the Study

The research is extended the current body of knowledge by examining the association among
responsiveness, reliability, and turnaround time and customer satisfaction from the medical laboratory
perspective. The research found that responsiveness, reliability and turnaround time have a positive and
significant impact on customer satisfaction. The research also found that customer perceived value
moderates the relationship between responsiveness, reliability and turnaround time and customer
satisfaction. However, the moderating relationship is negatively associated with customer satisfaction. As
such, reduced response rate and turnaround time has a negative relationship with customer satisfaction.
On the other hand, reliability also have a negative impact on customer satisfaction. As such, reduce or
error free lab results would generate higher customer satisfaction; while unreliable results would reduce
The research made some recommendations to the laboratory service provider in improving their current
working environment and operating procedures which could result in higher customer satisfaction. Highly
satisfied customers will become loyal customer to the laboratory service provider and this will increase its
profitability. Positive customer feedback though website would also attract more potential customer to the
laboratory service provider. The research also extended the current theoretical knowledge by reaffirming
the result of previous studies.
7.0 Limitation of the Study

There are a limited number of perfect researches; this research however is not without flaws. Nonetheless,
proper measures were taken to limit its errors. Hence, the interpretation of the result findings must be
coinciding with its limitation. The research employed a cross-sectional survey study, which would just
show results based on a specific period of time. Future research could extend the current research through
longitudinal studies. In addition, the sample size used in the study was also small, future studies could use
a bigger sample size to get a more accurate result. In addition, the research was based on samples from
Kuala Lumpur; hence the result cannot be generalized to the entire population.
8.0 Conclusion
These research findings can help medical diagnostics laboratory providers to evaluate the impact of
service quality delivery towards customer satisfaction especially in the private sector to ensure a high
quality delivered and meet customers’ expectation. The era of evidence-based medicine has forced
medical diagnostics laboratory to struggle as the medical professionals are relying to a much accuracy and
excellent service delivery. Delivery of service quality is important for medical diagnostics laboratory as
there is increase in customers’ demand, higher service expectations that forced medical diagnostics
laboratory to provide the excellent service to the customers at all times. Future studies may replicate this
research in other cultural settings and examine other variables that could increase customer satisfaction in
other industry. Future studies should explore other moderating or mediating relationship that could
influence the customer satisfaction.
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THE IMPACT OF SERVICE QUALITY DELIVERY TOWARDS CUSTOMER

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THE IMPACT OF SERVICE QUALITY DELIVERY TOWARDS

Keywords: Service Quality, Customer Satisfaction, SERQUAL, Medical Laboratory Service

2.1 Reliability and Customer Satisfaction

2.2 Responsiveness and Customer Satisfaction

3.0 Research Framework

Table 1: Reliability Test Result

Table 3: Regression Results

6.0 Contribution of the Study

7.0 Limitation of the Study

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