The impact of service quality on satisfaction and its relationship with the intention of word-of-mouth recommendation of savings and loan cooperatives : the case of Caja Popular Mexicana
email: msantarr@ucol.mx
Doctor en ciencias: Relaciones Internacionales económicas transpacíficas. Maestro en Administración con especialidad en finanzas y mercadotecnia. Actualmente se desempeña como Profesor titular de la Escuela de Mercadotecnia en la Universidad de Colima. Reconocido como perfil Prodep es autor de 5 libros, 10 capítulos de libro y más de 10 artículos.
email: fsotoram@ucol.mx
Savings and loan cooperatives have played a leading role in the social economy. This quantitative study with a descriptive-correlational approach analyzed the relationship between the quality of service and the satisfaction in the consumption of the members of the Caja Popular Mexicana and the impact it has with the word of mouth (WOM) recommendation. . With a sample of 308 active members, using a questionnaire as a measurement instrument. The questionnaire was designed using scales from previous studies; the analysis was done through structural equations. The results of the investigation conclude that the quality of service is associated with satisfaction and this in turn is associated with word of mouth recommendation.
Anderson, E., Fornell, C., & Lehmann, D. (1994). Customer satisfaction, marketshare and profitability. Journal of Marketing, 58(3), 53-66.
Auka, D., Bosire, J. & Matern, V. (2013). Perceived service quality and customer loyalty in retail banking in Kenya. British Journal of Marketing Studies, 1(3), 32-61.
Azahin, A., Zehir, C. & Kitapci, H. (2012). The effects of brand experience and service quality on repurchase intention: The role of brand relationship quality. African Journal of Business Management, 6(45), 11190-11201. https://doi.org/10.5897/AJBM11.2164
Baron, S., Harris, K. & Hilton, T. (2009). Services Marketing. Palgrave Macmillan.
Caja Popular Mexicana. (2022) https://www.cpm.coop/solidez-empresarial
Brady, K. M. & Croni, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. J. Mark. 65, 34-39.
Camarero, C. (2007). Relationship orientation or service quality? International Journal of Bank Marketing, 25(6), 406-426.
Cámara de Diputados del H. Congreso de la Unión. (2009). Ley General de Sociedades Cooperativas. https://bit.ly/3PUfF4q
Cowling, A., & Newman, K. (1995). Banking on people. Personnel Review, 24(7), 25-41.
Harris, M., & Harrington, H. J. (2000). Service quality in the knowledge age: huge opportunities for the twenty-first century. Measuring Business Excellence, 4(4), 31-36.
Hansemark, O. C. & Albinsson, M. (2004). Customer satisfaction and retention: The experiences of individual employees. Managing Service Quality, 14(1), 40-57.
Hong, T. L., Chew, B. & Rizal, S.H. (2016). Relationship between service quality and customer satisfaction: a study of Malaysian banking industry. Productivity Quality Management, 2(2), 38-50.
Huffman, C. & Kahn, B. E. (1998). Variety for sale: mass customization or mass confusion? Journal of retailing, 74(4), 491-513.
Kapoor, R., Paul, J. & Halder, B. (2011). Services Marketing. McGraw-Hill Education.
Kotler, P. & Keller, K. (2009). Marketing management. Pearson Prentice Hall.
Kristensen, K., Dahlgaard, J., & Kanji, G. (1992). On measurement of customer satisfaction. Total Quality Management, 3(2), 123-128.
Kwame, A. & Oparebea Korankye, C. (2021). Customer satisfaction and the influence of quality service aspects: A case study of a cooperative union in Cape Coast, Ghana’s Central Region. Annals of Management and Organization Research, 2(4), 253-269. https//doi.org/1035912/amor.v.2i4.906
Lara-Gómez, G. y Hurtado-Maldonado, J. (2019). Los desafíos para las cooperativas de ahorro y préstamo de nivel básico en México. Cooperativismo & Desarrollo, 27(2), 1-25. https://doi.org/10.16925/2382-4220.2019.02.01
Mazzarol, T., Soutar, G. & Mamouni Limnios, E. (2019), Member loyalty and WOM in co-operative and mutual enterprises, Journal of Services Marketing, 33(3), 303-315. https://doi.org/10.1108/JSM-07-2018-0195
McColl-Kennedy, J., & Schneider, U. (2000). Measuring customer satisfaction: Why, what and how. Total Quality Management, 11(7), 1-14
Mohammed, M. A. (2015). The Impact of Word of Mouth (WOM) on the Bank Selection Decision of the Youth: A Case of Bahrain, International Journal of Business and Management, 10(4), 123-135. https://doi.org/10.5539/ijbm.v10n4p123
Mwesigwa, D. (2020). Technical–politics dichotomy in Mid-Western Uganda: Interrelationship between municipal councilors and administrators in service delivery. AMOR, 2(2). https://doi.org/10.35912/amor.v2i2.856
Nava Hernández, E. y Barajas Pérez, B. O. (2015). Cooperativismo, autonomía y poder: el movimiento cooperativista en México durante el cardenismo. Cooperativismo y Desarrollo, 23(106), 25-34. https://dx.doi.org/10.16925/co.v23i106.1128
Nunnally, J. C. (1978). Psychometric theory. McGraw-Hill.
Nyadzayo, M. W. & Khajehzadeh, S. (2016). The antecedents of customer loyalty: a moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262–270.
Parasuraman, A., Zeithaml, V. & Berry, L. (1988). SERVQUAL – A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Parasuraman, A., Zeithaml, V. & Berry, L. (1985). A conceptual model of service quality and implications for future research. Journal of Marketing, 49(4), 41-50.
Parasuraman, A., Zeithaml, V., & Berry, L. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420-450.
Phina, O. N., Ogechukwuand,N. N. & Shallom, A. A. (2021). Organizational climate and employee engagement: A commercial bank perspective in Southeast Nigeria, Annals of Management and Organization Research, 2(3), 161-173. https://doi.org/10.35912/amor.v2i3.805
Prasentsaeng, P., Routrary, J., Ahmad, M. & Kuwano, J. (2021). Factors influencing farmers’ satisfaction with the activities of horticultural cooperatives in Thailand. International Journal of Value Chain Management, 11(1), 42-62. https://doi.org/10.1504/IJVCM.2020.105480
Prakash, A. & Mohanty, R. (2013). Understanding service quality. Production Planning and Control, 24(12), 1050-1065.
Price, L. & Arnould, E. (1999), Commercial Friendships: Service provider-client Relationships in Context. Journal of Marketing, 63, 38-56.
Ramya, N., Kowsalya, A., & Dharanipriya, K. (2019). Service quality and its dimensions. EPRA International Journal of Research & Development, 4, 38-41.
Stafford, M. (1996). Demographic discriminators of service quality in the banking industry. The Journal of Services Marketing, 10(4), 6-22.
Shao-Chang, L. (2013). Exploring the relationship among service quality, customer loyalty and word-of mouth for private higher education in Taiwan. Asia Pacific Management Review, 18(4), 375-389.
Sheth, J. N. (1971). Word of mouth in low-risk innovations. Journal of Advertising Research, 11, 15-18.
Sultana, S. & Das, T. I. S. (2016). Measuring customer satisfaction through SERVQUAL model: A study on beauty parlors in Chittagong. European Journal of Business and Management, 8(35), 97-108
Suryani, S. & Hendryadi, H. (2015). A developing model of relationship among service quality, consumer satisfaction, loyalty, and word of mouth in Islamic Banking. A1-Iqtishad, 7(1), 45-58.
Tabaku, E. & Çerri, S. (2016). An Assessment of Service Quality and Customer Satisfaction in the Hotel Sector. Tourism & Hospitality Industry, 480-489.
Terblanche, N. S. & Boshoff, C. (2001). Measuring customer satisfaction with the controllable elements of the in-store shopping experience. African Journal of Business Management, 32, 8-18.
Wu, W. L., & Wang, C. W. (2012). Satisfaction and zone of tolerance: the moderating roles of elaboration and loyalty programs. Managing Service Quality: An International Journal, 22(1), 38-57.
Yacob, Y., Kasuma Ali, J., Baptist, J. Nadzir, H. & Morshidi, M. (2015). How Far Members’ Satisfaction Mediated Members’ Loyalty? Investigating Credit Cooperative in Sarawak Borneo. Procedia - Social and Behavioral Sciences 224, 376-383. https://doi.org/10.1016/j.sbspro.2016.05.391
Yusman, Y., & Jati Kasuma, A. (2013). A study on profile of cooperative retail business outlet in Sarawak: Present capacity and financial growth. Proceedings paper presented at 2nd International Seminar on Entrepreneurship and Business (ISEB). Universiti Malaysia.
Zeithaml, V., Berry, L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
Zúñiga, R. I. (2004) Las cajas de ahorro: instrumentos de la Sociedad civil. Comercio exterior, 54(7), 606-611.
Copyright (c) 2023 Cooperativismo & Desarrollo
This work is licensed under a Creative Commons Attribution 4.0 International License.
As the author of the article declares that is an original unpublished work exclusively created by me, that it has not been submitted for simultaneous evaluation by another publication and that there is no impediment of any kind for concession of the rights provided for in this contract.
In this sense, I am committed to await the result of the evaluation by the journal Cooperativismo & Desarrollo before considering its submission to another medium; in case the response by that publication is positive, additionally, I am committed to respond for any action involving claims, plagiarism or any other kind of claim that could be made by third parties.
At the same time, as the author or co-author, I declare that I am completely in agreement with the conditions presented in this work and that I cede all patrimonial rights, in other words, regarding reproduction, public communication, distribution, dissemination, transformation, making it available and all forms of exploitation of the work using any medium or procedure, during the term of the legal protection of the work and in every country in the world, to the Universidad Cooperativa de Colombia Press.