The Impact of Service Quality Dimensions on Customers’ Trust

  • Muhammad Ahmad ur Rehman FMS, National Textile University, Faisalabad Pakistan
  • Zahid Hussain FMS, National Textile University, Faisalabad Pakistan
  • Muhammad Mudasar Ghafoor University of the Punjab, Jhelum Campus, Pakistan
Keywords: Customers’ Trust, Perceived Service Quality, Insurance Sector, Empathy, Tangibility, Assurance, Reliability, Responsiveness


Customers’ trust is an inevitable asset for organizations. The long-term relationship of customer-organization depends upon the presence of customers’ trust on the organization. The significance of this phenomenon in services industry becomes even more critical where organizations have to know individual as well as contextual factors that influence on customers’ trust. This study tested the impact of different dimensions of perceived service quality (reliability, assurance, responsiveness, empathy and tangibility) on customers’ trust. 220 customers from Insurance sector of Pakistan were selected to form the sampling frame. Explanatory factor analysis, correlation and hierarchical multiple regression analyses were used to test proposed hypotheses. The results indicate   positive relationship between different dimensions of service quality and customers’ trust. This study has several insights and valuable implications for the researchers and policy makers. First, deliberate efforts are needed on the part of policy makers in Insurance companies to nurture a climate that is conducive to build long-term customer’s trust to retain and expand extent of customers. In particular, front line officers must be trained to harmonize customers’ need with swift and rational solutions.


Download data is not yet available.

Article Analytics Summary


Agustin, C. & Singh, J. (2005). Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of Marketing Research, 42(1), 96-108. DOI:

Ahmed, H. M. S. (2010). Hybrid E‐Learning Acceptance Model: Learner Perceptions. Decision Sciences Journal of Innovative Education, 8(2), 313-346. DOI:

Alsabawy, A. Y., Cater-Steel, A., & Soar, J. (2013). IT infrastructure services as a requirement for e-learning system success. Computers & Education, 69, 431-451. DOI:

Berry, Leonard, L. & Parasuraman, A. (1991). Competing through quality. New York: Bingham, R. S. (Eds.) Quality Control Handbook, New York: McGraw Hill.

Chenet, P., Dagger, T. S., & O'Sullivan, D. (2010). Service quality, trust, commitment and service differentiation in business relationships. Journal of services Marketing, 24(5), 336-346. DOI:

Cho, J. E., & Hu, H. (2009). The effect of service quality on trust and commitment varying across generations. International Journal of Consumer Studies, 33(4), 468-476. DOI:

Chuang, S. H., & Lin, H. N. (2013). The roles of infrastructure capability and customer orientation in enhancing customer-information quality in CRM systems: Empirical evidence from Taiwan. International Journal of Information Management, 33(2), 271-281. DOI:

Day Ralph, L. (1977). Towards a process model of consumer satisfaction, In Keith Hunt, H.(Eds.) Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction. (pp. 153-183). Cambridge, MA: Marketing Science Institute.

Gronroos, C. (1990). Service management: a management focus for service competition. International Journal of Service Industry Management, 1(1), 6-14. DOI:

Kassim, N., & Abdullah, N. A. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings: a cross cultural analysis. Asia Pacific Journal of Marketing and Logistics, 22(3), 351-371. DOI:

Kelleher, T. & Miller, B. M. (2006). Organizational blogs and the human voice: Relational strategies and relational outcomes. Journal of Computer-Mediated Communication. 11(2), 395-414. DOI:

Lee, G. G. & Lin, F. H. (2005). Customer perceptions of e-service quality in online hopping. Journal of Service Research, 33, 161-176. DOI:

Lee, J. H., Kim, H. D., Ko, Y. J., & Sagas, M. (2011). The influence of service quality on satisfaction and intention: A gender segmentation strategy. Sport Management Review, 14(1), 54-63. DOI:

Lussier, B., Grégoire, Y., & Vachon, M. A. (2017). The role of humor usage on creativity, trust and performance in business relationships: An analysis of the salesperson-customer dyad. Industrial Marketing Management 65, 168-181. DOI:

Mahmood, M. A., Burn, J. M., Gemoets, L. A., & Jacquez, C. (2000). Variables affecting information technology end-user satisfaction: a meta-analysis of the empirical literature. International Journal of Human-Computer Studies, 52(4), 751-771. DOI:

McColl-Kennedy, J. R., & Fetter Jr, R. E. (2001). An empirical examination of the involvement to external search relationship in services marketing. Journal of Services Marketing, 15(2), 82-98. DOI:

Moorman., Zaltman, G. & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29, 314-28. DOI:

Morgan, R. M. & Hunt S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38. DOI:

Morgan, R. M. & Hunt S. D. (1999). Relationship-based competitive advantage: The role of relationship marketing in marketing strategy. Journal of Business Research, 46, 281-290. DOI:

Oliver, R. L. (1977). Effect of expectation and disconfirmation on post-exposure product evaluation: An alternative interpretation. Journal of Applied Psychology, 62, 480-6. DOI:

Onkvisit, S. & Shaw, J. J. (1991). Is services marketing “really” different? Journal of Professional Services Marketing, 7(2), 3-17. DOI:

Parasuraman, A., Valarie, A., Zeithaml & Leonard, L. Berry. (1988). SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.

Rapp, A., Trainor, K. J., & Agnihotri, R. (2010). Performance implications of customer-linking capabilities: Examining the complementary role of customer orientation and CRM technology. Journal of Business Research, 63(11), 1229-1236.. DOI:

Rathmell, J. M. (1966). What is meant by services? Journal of Marketing, 30, 32-36. DOI:

Ribbink, D., Van Riel, A. C., Liljander, V., & Streukens, S. (2004). Comfort your online customer: quality, trust and loyalty on the internet. Managing Service Quality: An International Journal, 14(6), 446-456. DOI:

Selim, H. M. (2007). Critical success factors for e-learning acceptance: Confirmatory factor models. Computers & Education, 49(2), 396-413. DOI:

Urban, G. L., Sultan, F. & William J. Q. (2000). Placing trust at the center of your internet strategy. Sloan Management Review, 42, 39-49.

Woodruff, R. B., Ernest, R., Cadotte, & Roger, L. J. (1983). Modeling consumer satisfaction processes using experience-based norms. Journal of Marketing Research, 20, 296-304. DOI:

Zeithaml, A. V., Berry, L. L. & Parasuraman, A. (1981). How consumers’ evaluation processes differ between goods and services. Marketing of Services, 186-190.

Zeithaml, A. V., Berry, L. L. & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31-46. DOI:

Zeithaml, V. A., Parasuraman, A. & Berry, L. L. (1985). Problems and strategies in services marketing. Journal of Marketing, 49, 33-46. DOI:

Zechmeister, E. B., Zechmeister, J. S., & Shaughnessy, J. (2006). Research methods in psychology: McGraw-Hill Higher Education.

How to Cite
Muhammad Ahmad ur Rehman, Zahid Hussain, & Muhammad Mudasar Ghafoor. (2020). The Impact of Service Quality Dimensions on Customers’ Trust. Journal of Business and Social Review in Emerging Economies, 6(2), 557-563.