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Procedia - Social and Behavioral Sciences 224 (2016) 376 – 383

6th International Research Symposium in Service Management, IRSSM-6 2015, 11-15 August
2015, UiTM Sarawak, Kuching, Malaysia

How Far Members’ Satisfaction Mediated Members’ Loyalty?

Investigating Credit Cooperative in Sarawak Borneo
Yusman Yacoba,*, Jati Kasuma Alib, Christopher John Baptist c, Hamizah Mohd Nadzir d,
Mohd Haswardi Morshidi e
a, c, d, e
Maktab Koperasi Malaysia (MKM), Bangunan Rugayah Jalan Song Thia n Cheok, Kuching 93100, Malaysia
b
Universiti Teknologi MARA (UiTM), Kampus Kota Samarahan Jalan Meranek, Kota Samarahan 94300, Malaysia

Abstract

Service quality is a global judgment or attitude relating to the superiority of the service, whereas satisfaction is related to a
specific transaction. Customer satisfaction has frequently been suggested to be the leading determinant of loyalty. In fact, various
scholars proved that there is a significant positive relationship between customer satisfaction and customer loyalty/retentio n.
Service quality is the main thrust of success in business environment as to remain competitive in all businesses even in
cooperative business. Thus, this study examines the relationship between service quality dimension, members’ satisfaction and
loyalty in credit cooperative. The empirical basis for the study stems from self-administered questionnaires that are distributed to
367 credit cooperative members in Sarawak. A mediation test was conducted to assess whether the members’ satisfaction
variable acts as a mediator between service quality and loyalty. The findings indicate that there is a positive relationship between
service quality, members’ satisfaction and loyalty. Cooperative members’ satisfaction acted as a partial mediation which means
there is a partially effect to the service quality mediated by members’ satisfaction while another part was directly mediated by
other variables that has not been thoroughly investigated in this study. This study has important implications for policy mak ers,
government and stakeholders of cooperatives for devising appropriate interventions that could enhance the commitment,
satisfaction and loyalty of members in credit cooperatives.
© 2016 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license
© 2016 The Authors. Published by Elsevier Ltd.
(http://creativecommons.org/licenses/by-nc-nd/4.0/).
Peer-reviewunder
Peer-review underresponsibility
responsibility of Universiti
of the TeknologiMARA
Universiti Teknologi M ARA Sarawak.
Sarawak

Keywords: service quality dimension; members’ satisfaction; loyalty; credit cooperative

* Corresponding author. Tel.: +6-016-861-1814; fax: +6-082-230-405.

E-mail address: yusman779@gmail.com

1877-0428 © 2016 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license
(http://creativecommons.org/licenses/by-nc-nd/4.0/).
Peer-review under responsibility of the Universiti Teknologi MARA Sarawak
doi:10.1016/j.sbspro.2016.05.391
 Yusman Yacob et al. / Procedia - Social and Behavioral Sciences 224 (2016) 376 – 383 377

1. Introduction

Service quality is important as a market ing strategy. It creates competitive advantage and has gained a lot of
recognition, as a service delivery effort and received high attention in the literature rev iew (Boshoff, 1997; Swanson
& Kelley, 2001; Hocutt et al., 2006; Morrisson & Huppertz, 2010). Past study has shown there is a positive
relationship between service quality and business performance (Parasuraman et al., 1988). Ngadi (2010) highl ights
some of the challenges faced by credit cooperative in the State of Sarawak when most of their members resigned
and decreased in collection fro m members , thus bringing an impact for the cooperative to provide loans to their
members. Efforts should be taken by the cooperative to recover this situation by gaining the confidence among the
members, especially in providing the best service.
Members’ satisfaction is recognized as an important measure to ensure the business success. The goal is to meet
the objectives through services offered. Harris & Harrington (2000) also underline that customer satisfaction can be
achieved by understanding the needs of their customers and effectively provide goods and services. Therefore
service quality of the organizat ion is closely related to members' satisfaction; whether members of the cooperative
are satisfied with the quality of services offered. The role of cooperatives in pro moting business is not only focused
on the profit alone, but priority to their clients' needs should also be emphasized. Customers who are satisfied with
the quality of services offered will form a basis of cooperative business success. This will lead to customer loyalty
towards brand products. The customers will always come back to buy and disseminate the information positively.
Nowadays, customer loyalty is a crit ical factor in conducting business in a highly competitive market; and
banking institutions are no exception. Loyalty refers to the deep commit ment of the buybacks or revisit the desired
product or service consistently in the future (Oliver et al., 1997; Bae Su k et al., 2009). Loyal customers feel it is an
obligation or responsibility for them to persevere in a personal relationship whether in good times or vice versa
(Reynolds & Arnold, 2000). Loyal customers help in pro moting the business by making a positive spread by word
of mouth, creating business referrals and serving in the board of advisors (Reichheld, 2003).
According to Machima (1992), among the challenges faced by cooperatives, one of them is the lack of
involvement and communicat ion among their members. Th is gives us a hint or indication of inco mpatibility and
lack o f cooperation among the members of the cooperative. Seligson (1987) in h is study found that cooperative
members have positive attitudes and perceptions towards the administration and management of their cooperative
for their active involvement in the management and business affairs. Here clearly illustrates the active involvement
of members in the ad ministration and management reflects the values and positive attitude that need to be owned by
the members of a cooperative society.
Many studies which have been made emp irically show it is mo re profitable to retain existing customers than to
find new customers (Lee-Kelley et al., 2003). Review by Hafeez and Muhammad (2012) found that by conducting
various types of loyalty programs, it is said to bring a positive impact on customer loyalty, then this is certainly a
profitable organization by maintaining existing loyal custo mers. Jati (2012) in his study also proves that the
retention of existing customers among banks in Malaysia were able to push the performance benefits.
The findings of this study show the importance of customer loyalty in o rganizat ions such as cooperatives to
provide goods and services to their members. Unfo rtunately, the present trend shows that cooperatives in Malaysia
are still not able to stand and compete with other business operators who can offer their products and services more
competitively. Even though with a wide range of business and size of the membership, cooperatives are still far
behind in terms of business volume, g rowth and diversification co mpared to private businesses and small firms
(Azmah & Fatimah, 2008).
In Malaysia, the most successful credit cooperatives are among the 'government based', where most of the
members represent government staff. Almost 77 percent cooperatives were in micro and small scale. According to
Hayati et al. (2008), credit cooperatives currently are receiving vast competition fro m the financial institutions that
provide various loans to the public apart fro m the quality of services offered. There is also a licensed credit
institution that is still operating. As various credit products grow in the market, this has g iven a challenge to manage
credit cooperatives due to small scale operation. In the National Cooperative Policy Plan 2011-2020, financial
services cooperatives are encouraged to offer various financial products such as Ar-Rahnu and credit financing and
to provide other financing services so as to support business development.
378 Yusman Yacob et al. / Procedia - Social and Behavioral Sciences 224 (2016) 376 – 383

In Sarawak, according to the statistics released by the Cooperative Commission of Malaysia in 2011, there were
only 24 cooperatives doing credit services and 80 percent were micro scale. Most cooperatives in Sarawak are
involved in consumer function. This illustrates that the potential of credit cooperatives in Sarawak is still not
performing fro m the po int of business growth. Study by Jamilah et al. (2008) revealed that most cooperatives in the
state of Sarawak are in the category of low performance.
The rapid growth and increasingly comp lex market in the service sector have provided an opportunity for
researchers to study the behavior and the importance of the issues related to service quality. Most experts agree that
the quality of service is the most effective form o f market and competit ive business strategy nowadays. This study
examines the relat ionship between service quality d imension, members’ satisfaction and loyalty in credit
cooperatives in Sarawak. Members’ satisfaction as a control variable will be tested whether it acts as a mediator
between service quality and members’ loyalty.

2. Literature review

2.1. Service quality

There are few alternatives and approaches that have b een used to define service quality. According to Gronroos
(1982), service quality can be used to measure t wo co mponents of technical and consumer evaluation. Quality fro m
the technical perspective refers to how the suppliers deliver their service when the transaction occurred and the
evaluation would be based on the capability o f the service to fulfill the needs and wants o f the consumers.
Parasuraman et al. (1988) defines service quality as the difference between customer expectations for service and
customer perception of the actual services. Quality of service can also be seen as to what extent the services offered
can meet the expectations of users (Kasper et al., 1999). Service quality model developed by Parasuraman (1988) is
divided into five (5) co mponents, namely (i) Tangibility, (ii) Reliability, (iii) Responsiveness, (iv) Assurance, and
(v) Empathy.
In this study, tangibility refers to the state of the physical assets of the cooperatives as buildings, vehicles,
property and personnel. Reliability refers to the ability of cooperatives to provide the services promised to be
accurate and reliab le. While the responsiveness refers to help their customers by providing immediate service and
finally satisfy their customers. The assurance refers to the knowledge and attention of the cooperatives in provid ing
the services and their ability to convey trust and confidence to customers. Empathy refers to the level of attention
given to each individual cooperative, dealing with cooperatives.

2.2. Customer satisfaction

Satisfaction refers to the feeling or attitude toward a product or service after it has been used. Satisfaction and
service quality are often coupled together, because it acts as perceptions and expectations. Member satisfaction is
determined by defining the perception of quality, expectations and preferences. Kotler (2000), Hoyer and Maclnnis
(2001), Hansemark and Alb inson (2004) expressed satisfaction refers to the overall attitude of customer behaviors
toward suppliers of products and services. Accordingly, any reaction or emotion in view of the customers to the
providers of products and services themselves reveal the difference between what the customers want and what they
receive in particular whether these goods and services meet the desires, need s or goals.
Anderson, Fornell and Leh mann (1994), Shpettim (2012) d id not deny that today satisfaction of a necessity in the
context of business is worldwide. Satisfaction actually encourages customers to buy more goods or services. A
customer who achieves a maximu m level of satisfaction will be back to visit the store to retrieve the goods or
services. In addition, a satisfied customer will also provide positive feedback on products or services to existing
customers and also consider other potential customers to buy the same goods or services.
Fornell et al. (1996) pointed his view that the main determinant of overall customer satisfaction in view of the
quality inherent in a product or service. While opinions by Athanassopoulos (2000) stated that customer satisfaction
is to be identified and recognized as something that is closely related to the "value" obtained from a product or
 Yusman Yacob et al. / Procedia - Social and Behavioral Sciences 224 (2016) 376 – 383 379

service that is matched with the concept, the consolidation of the quality characteristics of a product or service is
according to the price offered.

2.3. Customer loyalty

Customer loyalty can be termed as "customer co mmit ment to doing business with a part icular organization,
purchasing of goods and services repeatedly, and recommending it to family and friends" (McIlroy & Barnett, 2000,
p. 348). Loyalty is a value which is difficult to be obtained and preserved because it is exposed, "though the
customer is satisfied with the services offered to their customers will continue to turn back if they believe that they
can get the convenience and better value elsewhere or stay " (McIlroy & Barnett, 2000, p. 349).
Loyalty also has an affect ive dimension (Bennett and Rundle-Th iele, 2002; McGo ldrick & Andre, 1997). The
main co mponent is the attitude of affective loyalty and customer satisfact ion. So me researchers have proposed the
concept of "real satisfaction," stating that it only occurs when both behavioral loyalty and cooperation exist when
dealing with customers (Dick & Basu, 1994). In 1969, researchers, consultants and academics alike argue that the
attitude of "commit ment" must be strong in business or on the brand of a product to produce real loyalty (Day, 1969;
Foxall & Goldsmith, 1994; Jacoby & Chestnut, 1978; Reichheld, 1996).

2.4. Service quality, customer satisfaction and customer loyalty

To ensure that customers always remain loyal, the customers must be satisfied on the quality of the services
rendered to them. The relat ionship between the quality of the service as well as high levels of loyalty can be
influenced by the level of customer satisfaction with the service provided by a business (Mohd Shoki, Leong,
Norhayati & Khalid, 2013).
Service quality, customer satisfaction and customer loyalty are important factors to the success of the
competition for service -based business (Rust, Zahorik & Kein ingham, 1995). The relationship between service
quality and customer satisfaction leads to customer loyalty. Therefore, the relat ionship between service quality and
loyalty is greatly influenced by customer satisfaction (Lei & Jolibert, 2012).
Customer satisfaction in v iew has consequences for the relat ionship between service quality and customer
loyalty (Yu et al., 2006; Santourdis & Trivellas, 2010). Past studies found that the relationship between quality of
service and customer satisfaction has a significant impact on increasing customer loyalty (Muhammad Hafeez,
2012; Lee, 2013).
Service quality is said to have affected the relationship between loyalty and customer satisfaction (Chu, Lee, &
Chao, 2012). However, service quality and customer satisfaction do not affect the loyalty evenly (Lei & Jolibert,
2012). There are also other influences in the relationship between service quality, customer satisfaction and
customer loyalty. Said customer demographics also have relationships with service quality, customer satisfaction
and customer loyalty in service-based business (Yu et al., 2006).

2.5. Conceptual framework and hypothesis development

Service quality model adapted in this study which was developed by Parasuraman (1988) is divided into f ive (5)
components, namely (i) Tangibility (ii) Reliab ility, (iii) Responsiveness, (iv) Assurance and (v) Empathy. In this
study, Tangibility refers to the state of the physical assets of the firm as buildings, vehicles, property and staff.
"Reliability" refers to the ability of the firm to provide services guaranteed to be accurate and reliab le.
"Responsiveness" refers to the willingness of the firm to help its customers by providing quick service and to
provide ultimate satisfaction to its customers. “Assurance” refers to the knowledge and attention of the firm in
providing the services and its ability to convey trust and confidence to wards customers. "Empathy" refers to the
level of attention given to every individual customer dealing with the firm. Accordingly, three hypotheses are
formulated to address the research problems and objectives:
H1 : Service quality will have positive effect on customer satisfaction .
H2 : Customer satisfaction will have positive effect on customer loyalty .
H3 : Customer satisfaction positively mediates service quality and customer loyalty .
380 Yusman Yacob et al. / Procedia - Social and Behavioral Sciences 224 (2016) 376 – 383

3. Research methodology

Data were collected fro m 367 respondents representing 18 credit cooperatives in Sarawak. They were registered
credit cooperatives actively running credit business. To collect the respondents’ data, we contacted and visited each
of the selected cooperatives. There were a total of 6,472 active members who actively borrowed over a period of
2009 to 2011. A sample size of 364 respondents was predetermined based on the mini mu m sampling requirement
(Krejcie & Morgan, 1970).
For the purpose of this study, proportionate sampling was used to select respondents from the cooperatives. After
the listing was confirmed, 400 surveys were distributed, and a total of 367 were retrieved (a valid response rate of
91%). Quantitative approach via self-ad min istered questionnaire was adopted (Roland & Bee, 1999). A pilot test
was conducted to ensure the questionnaire was well designed and to measure consistency. Apart from the
demographic profile details, the questionnaire contained statements about three variables in the study. Likert scale
which ranges from 1 to 5 assesses respondents’ level of agreement applied. Data were then tested using correlation
and multiple regression analysis using Statistical Package for the Social Sciences (SPSS) version 20.

4. Findings and discussions

4.1. Demographic profiles

Demographic details of 367 respondents are shown in Table 1.

T able 1. Demographic profiles.

Variable Count Percentage
Gender Male 234 63.8
Female 133 36.2
Income Level Below RM500 16 4.4
RM501 - RM1500 65 17.7
RM1501 - RM2500 123 33.5
RM2501 and above 163 44.4
Education Level Primary level 41 11.1
Secondary level 236 64.3
T ertiary level 80 21.8
Others / Not stated 10 2.7
Frequency Getting 1 time 108 29.4
Loans 2 times 43 11.7
3 times 45 12.3
More than 3 times 171 46.6

4.2. Tests of hypotheses

T able 2. Pearson correlation test.

Variable Service Quality Members’ Satisfaction Members’ Loyalty
Service Quality 1.000
Members’ Satisfaction 0.873** 1.000
Members’ Loyalty 0.822** 0.834** 1.000
**. Correlation is significant at 0.01 level (2-tailed).
 Yusman Yacob et al. / Procedia - Social and Behavioral Sciences 224 (2016) 376 – 383 381

4.2.1. Hypotheses 1

The correlation analysis among the three variables is shown in Table 2. The result showed that there is a strong
and positive relationship between service quality and members’ satisfaction (r = .873, p -value =.000).

4.2.2. Hypotheses 2

The result showed that there is a strong and positive relat ionship between members’ satisfaction and members’
loyalty (r = .834, p-value = .000).

4.2.3. Hypotheses 3

The mediation tests shown in Tab le 3 were using an approach by Barron and Kenny (1986). At the first level
analysis, the study has found a positive relationship between the Loyalty and Service Quality. R² value indicates
67.5 percent of the variance in Service Quality component describes its impact on the components of Loyalty. The
coefficient β (Beta) = 0.822 approaching 1 shows such a strong relationship between these components. Thus, the
tests of mediation can be applied to the next level.
At second level analysis, regression analysis will be conducted between Service Quality toward Members’
Satisfaction. Once again the R² indicates a significant relat ionship in wh ich 76.2 percent of the variance in the
Service Quality component describes the impact on members’ satisfaction. The coefficient β (Beta) = 0.873
approaching 1 shows a strong relationship between these components .
Next, on the third level analysis, given the results of the first and second analysis demonstrated a significant and
positive relationship between Service Quality and Loyalty. The third step is to test mediation. Thus, the results of
this test showed that there is a partial med iation in the findings . Members’ Satisfaction acted as partial med iator to
strengthen the relationship between the components of th e Service Quality and Members’ Loyalty. This is clearly
indicated by the regression coefficient, Beta declining, but it still exists a significant relationship, in wh ich we can
conclude there is a partial mediation relationship. Some impacts on the service quality mediated by members’
satisfaction while another part, either directly or mediated by other variables that are not included in the model.

T able 3. Mediation test.

R R2 R2 Change Beta (β)
First Level Analysis: MSQ & MLY .822 .675 .822
Second Level Analysis: MSQ & MSF .873 .762 .873
T hird Level Analysis:
First Step: Loyalty & Satisfaction .834 .695 .488
Second Step: Loyalty and Service Quality .856 .732 .037 .396
*p <.05, **p <.01

SERVICE Q UALITY MEMBERS’ MEMBERS’

SATISFACTIO N LO YALTY
T angibility
Reliability
Responsiveness
Assurance
Empathy

Fig. 1. Research framework. Source: Parasuraman et al., 1988.

382 Yusman Yacob et al. / Procedia - Social and Behavioral Sciences 224 (2016) 376 – 383

5. Managerial implications and conclusion

Overall, the cooperative members are satisfied with the services offered by credit cooperatives in Sarawak. They
really appreciated the overall credit services and will reco mmend them to friends and family. In addition, the
cooperatives should continuously make necessary improvements on the service offered. It is crucial that the credit
cooperatives conduct a full assessment on their level of service quality offered to ensure loyalty among their
customers can be retained.
Members’ satisfaction is not a variable that contributes a total effect as to strengthen the relationship between
service quality and members’ loyalty. It is vital to put all the efforts as to maintain loyalty among members of the
cooperatives. The board of management also needs to look at other variab les that significantly affect members’
satisfaction which acted as a partial mediator in this study. However, this study did not rule out the importance of
members’ satisfaction toward service quality as to ensure continuity of business growth eventually to maintain the
members’ loyalty in cooperatives.

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