The copyright © of this thesis belongs to its rightful author and/or other copyright owner. Copies can be accessed and downloaded for non-commercial or learning purposes without any charge and permission. The thesis cannot be reproduced or quoted as a whole without the permission from its rightful owner. No alteration or changes in format is allowed without permission from its rightful owner. THE RELATIONSHIP BETWEEN SERVICE MARKETING MIX, SERVICE QUALITY, SERVICE VALUE AND CUSTOMER SATISFACTION IN COMMERCIAL CAR PARKING FACILITIES AHMAD FIAZA ABDUL SHUKOR DOCTOR OF BUSINESS ADMINISTRATION UNIVERSITY UTARA MALAYSIA May 2016 THE RELATIONSHIP BETWEEN SERVICE MARKETING MIX, SERVICE QUALITY, SERVICE VALUE AND CUSTOMER SATISFACTION IN COMMERCIAL CAR PARKING FACILITIES By AHMAD FIAZA ABDUL SHUKOR TITLE PAGE Thesis Submitted to Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia, in Partial Fulfillment of the Requirement for the Doctor of Business Administration i CERTIFICATION OF THESIS ii iii PERMISSION TO USE In presenting this dissertation paper in partial fulfillment of the requirements for a Post Graduate degree from the Universiti Utara Malaysia (UUM), I agree that the Library of this university may make it freely available for inspection. I further agree that permission for copying this dissertation paper in any manner, in whole or in part, for scholarly purposes may be granted by my supervisor(s) or in their absence, by the Dean of Othman Yeop Abdullah Graduate School of Business where I did my dissertation paper. It is understood that any copying or publication or use of this dissertation paper parts of it for financial gain shall not be allowed without my written permission. It is also understood that due recognition shall be given to me and to the UUM in any scholarly use which may be made of any material in my dissertation paper. Request for permission to copy or to make other use of materials in this dissertation paper in whole or in part should be addressed to: Dean of Othman Yeop Abdullah Graduate School of Business Universiti Utara Malaysia 06010 UUM Sintok Kedah Darul Aman iv ABSTRACT The role of car park facilities in economic activities, properties market and human life is imperative. The population growth and vehicle possession in tandem with the rapid development of building construction to support commercial activities in cities with scarcity of parking space, have been well identified and have become a major concern in Malaysia. This phenomenon has raised several issues that affect the satisfaction of the Malaysian public as users of car park facilities. One of the recommended solutions was to have excellent parking services but why the Malaysian public is still not satisfied with how car park facilities are being managed is a puzzle. Based on the problem statement, this study focused on the relationships between service marketing mix, service quality, service value, and customer satisfaction of commercial car parking facilities in Malaysia. The study’s research framework was supported by the Stimulus-Organism-Response theory. Three of the four main constructs namely service marketing mix, service quality and service value were conceptualised as second order construct and assessed via the reflective-formative approach. Customer satisfaction which acted as a dependent variable was measured reflectively through six multi items. All the items in the study’s variables were assessed using the 7-point Likert scale. Data was derived from 182 car park customers who subscribed to monthly season passes from selected private offices in the Klang Valley. The response rate of 23%, was analysed using the SPSS and the SmartPLS software. This study found that the priority of mix elements were varied through the non-parametric Friedman Test and all direct relationships between service marketing mix, service quality, service value and customer satisfaction were found significant through the PLS-SEM methodology. Four indirect effect hypotheses to examine the role of service quality and service value as mediators were accepted as partial mediation. The study findings were discussed thoroughly and concluded with a discussion on the implications, the limitation of the study and recommendations for future study. Keywords: car park facilities, service marketing mix, service quality, service value and customer satisfaction. v ABSTRAK Peranan tempat letak kereta di dalam aktiviti ekonomi, pasaran hartanah dan kehidupan manusia adalah penting. Pertumbuhan penduduk dan pemilikan kenderaan adalah seiring dengan perkembangan pesat pembinaan bangunan bagi menyokong aktiviti komersial di bandar-bandar yang kekurangan tempat letak kereta, telah dikenal pasti dan menjadi kebimbangan utama di Malaysia. Fenomena ini menimbulkan beberapa isu yang memberi kesan kepada kepuasan dalam kalangan rakyat Malaysia sebagai pengguna kemudahan tempat letak kereta. Salah satu penyelesaian yang disyorkan adalah dengan mengadakan perkhidmatan tempat letak kereta yang cemerlang tetapi mengapa rakyat Malaysia masih tidak berpuas hati dengan cara kemudahan tempat letak kereta diuruskan menjadi suatu teka-teki. Berdasarkan pernyataan masalah, kajian ini memberi tumpuan kepada hubungan antara campuran pemasaran perkhidmatan, kualiti perkhidmatan, nilai perkhidmatan dan kepuasan pelanggan terhadap kemudahan tempat letak kereta komersial di Malaysia. Rangka kerja penyelidikan ini disokong oleh teori Rangsangan-Organisma-Respons. Tiga daripada empat konstruk utama iaitu campuran pemasaran perkhidmatan, kualiti perkhidmatan dan nilai perkhidmatan dikonsepkan sebagai konstruk peringkat kedua dan dinilai melalui pendekatan reflektif formatif. Kepuasan pelanggan bertindak sebagai pemboleh ubah bersandar yang diukur secara reflektif melalui enam item pelbagai. Semua item di dalam pemboleh ubah kajian dinilai menggunakan skala Likert 7 mata. Data diperoleh daripada 182 pelanggan tempat letak kereta yang melanggan pas bulanan bermusim di pejabat swasta terpilih di Lembah Klang. Kadar maklum balas sebanyak 23%, telah dianalisis menggunakan perisian SPSS dan SmartPLS. Kajian ini menunjukkan bahawa elemen campuran utama adalah berbeza melalui Ujian Friedman bukan parametrik dan semua hubungan langsung antara campuran pemasaran perkhidmatan, kualiti perkhidmatan, nilai perkhidmatan dan kepuasan pelanggan didapati signifikan melalui kaedah PLS-SEM. Empat hipotesis kesan tidak langsung untuk mengkaji peranan kualiti perkhidmatan dan nilai perkhidmatan sebagai perantara, telah diterima sebagai pengantara separa. Dapatan kajian telah dibincangkan dengan teliti dan diakhiri dengan perbincangan mengenai implikasi, batasan kajian dan cadangan untuk kajian masa depan. Kata kunci: kemudahan parkir, campuran perkhidmatan pemasaran, kualiti perkhidmatan, nilai perkhidmatan dan kepuasan pelanggan. vi ACKNOWLEDGEMENT All praise be to Allah, for His mercy in giving me the health, patience, strength and courage to complete this study and overcome every challenge in my learning pathway. I would like to express my special appreciation, respect, deep gratitude and thanks to my thesis supervisors, Associate Professor Dr. Norlena binti Hasnan and Dr. Jasmani binti Mohd Yunus who are always there to give their advice, guidance, encouragement and sharing generous amount of time throughout the process of completing this study. I deeply appreciate to my wife Sanisah binti Ismail’s endless love for me and my family for their understanding and support towards my ambition to success in my study. I would also appreciate to my father, mother and my siblings who always support and believe in me. I would like to extend a special thanks to the Management of Metro Parking (M) Sdn. Bhd. and Amano Malaysia Sdn. Bhd. who gives me an opportunity for me to explore the issues related to this study and their unconditional support in the success of this study. A great appreciation to my study colleague Mr. Choong Yuen Leng who is always give me his support, ideas and working together to complete our study in Doctor of Business Administration. Lastly, thanks to those who had given me assistance throughout my study. Finally, may Allah bless and reward all of us who had made this work a success and may it be accepted as our Act of Obedience to Him. vii TABLE OF CONTENTS TABLE OF CONTENTS TITLE PAGE ................................................................................................................ i CERTIFICATION OF THESIS ................................................................................... ii PERMISSION TO USE .............................................................................................. iv ABSTRACT ................................................................................................................. v ABSTRAK .................................................................................................................. vi ACKNOWLEDGEMENT ......................................................................................... vii TABLE OF CONTENTS .......................................................................................... viii LIST OF TABLES ..................................................................................................... xv LIST OF FIGURES ................................................................................................ xviii LIST OFABBREVIATIONS ..................................................................................... xx LIST OF APPENDICES ..........................................................................................