Theoretical Framework

In this study, the researchers adopted the theory developed by Valerie

Zeithmal, A. Parasuraman and Leonard Berry (1988) called the Service Quality

Model or SERQUAL Model and the model for Business longevity developed by

AliyuHamza Galadanchi (2018). The SERVQUAL model suggested five dimensions:

tangibles, reliability, responsiveness, assurance and empathy were the basis for

service quality measurement . It had been proven to be one of the best ways to

measure the quality of services provided to customers. The longevity of an

organization is basically one of the areas that can classify the sustainability of an

enterprise. Most firms live and need to address current problems with the

anticipation of future again which demonstrate the need for stability and continuity

among businesses. The longevity of a successful business recently is an indication

that for any business enterprises to achieve longevity therefore, creativeness,

innovations and flexibility are crucial for survival in harsh economic market. In this

study, five factors are proposed and pinpoints for contributing to business longevity.

The factors include the following: innovative capability, organizational system,

resources, culture of the organization and lastly strategy (Galadanchi,2018). Survival

is the biggest common challenge for firms around the world. It has become frequent

to see a lot of businesses last only for few years. In the globally competitive business

environment, service quality had become increasingly important in the business

operation.

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Figure 1: SERVQUAL framework

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 Innovative
Capability

Organizational
System

Resources

Business
Culture of the
organization
Longevity

Strategy

Figure 2: Model for business longevity

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Research Paradigm

Independent Variable Dependent Variable

Service Quality Business longevity

Tangibility Innovative Capability
Reliability Organizational System
Responsiveness Resources
Assurance Culture of the the
Empathy organization
Strategy

Figure 3: Research Paradigm

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Statement of the Problem

This study aims to answer the following questions:

1. What is the level of service quality in terms of the following:

1.1 tangibility;

1.2 reliability;

1.3 responsiveness;

1.4 assurance; and

1.5 empathy

2. What is the level of Business longevity in terms of:

2.1. Innovative Capability

2.2. Organizational System

2.3. Resources

2.4. Culture of the organization; and

2.5. Strategy

3. Is there a significant relationship between the service quality and business

longevity?

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