Relationship of the Perceived Service Quality and Customer Satisfaction on Digital Printing Businesses

Abstract

The study investigates the relationship between perceived service quality and customer satisfaction among digital printing businesses in Santiago City. The relationship between the demographic profile and customer satisfaction was also examined. This cross-sectional study is based on primary and secondary data. A sample of 369 respondents who availed of the service at least once from the various digital printing businesses in Santiago City participated in the study. A non-probability sampling technique, specifically quota sampling, has been used in identifying participants for the current study. The researchers used the Pearson correlation coefficient to test hypotheses and provide statistical results. The study found essential implications on the relationship between the perceived service quality and customer satisfaction in digital printing businesses; the customers perceived all the service quality dimensions, especially the Empathy dimension. Participants are “Very Satisfied” with the service they received rendered by the Digital Printing Businesses. Service quality and customer satisfaction have a moderate positive correlation. The perceived service quality has a weak positive correlation with the participant’s demographic profile, except the gender. Customer satisfaction has no significant relationship with the participant’s demographic profile. The study presented an analysis of the relationship between perceived service quality and customer satisfaction among digital printing businesses that would be relevant in increasing the level of satisfaction experienced by the customers. Therefore, there is an essential contribution towards providing best practices for operational efficiency, workflow optimization, and quality control, resulting in improved processes and customer satisfaction.