Affiliations 

  • 1 Universiti Pertahanan Nasional Malaysia
  • 2 Universiti Kebangsaan Malaysia
MyJurnal

Abstract

This study was conducted to measure the relationship between service quality and customer's perceived value using a sample of 341 usable questionnaires gathered from the Malaysian Armed Forces Contingent who involved in peacekeeping mission at a Middle East country. The outcomes of SmartPLS path model showed five important findings: firstly, tangible significantly correlated with customer's perceived value. Second, responsiveness significantly correlated with customer's perceived value. Third, reliability significantly correlated with customer's perceived value. Fourth, assurance significantly correlated with customer's perceived value. Fifth, empathy significantly correlated with customer's perceived value. Statistically, this result confirms that the ability of service providers (MALBATT Headquaters) to properly implement tangible, responsiveness, reliability, assurance and empathy in delivering peacekeeping services have been important determinants of customer's perceived value in the organizational sample. In addition, discussions, implications and conclusion are elaborated.