Service Quality Perceptions of Customers About Mobile Telecommunication Services: A Case of India

ABSTRACT

 Because of the intangible nature of services, there is always a challenge in front of service providers to find out which dimensions of service quality are more important for customers. The author presents the results of a study in India that assesses the service quality perceptions of customers about mobile telecommunication services. EFA explained 69.694% of variance and extracted eight service quality dimensions. The results of a multiple regression analysis show that customers attributed the highest importance to employee performance followed by transmission quality, competitiveness, support attributes, reliability, credibility, operational efficiency, and convenience. The sample consisted of 411 respondents.     

Credibility and Staff Conduct Make or Break Bank Customer Service Quality

ABSTRACT

Service quality is assessed by customers along the dimensions of staff conduct, credibility, communication, and access to teller services. Credibility and staff conduct emerge as the highest loading first-order factors. This highlights the significance of rectifying mistakes while keeping customers informed, and employing branch staff that are responsive and civilized in their conduct. Discovery of a valid second-order factor, namely, overall customer service quality, underscores the importance of providing quality service across all its dimensions. For example, if the bank fails to rectify mistakes and keep customers informed but excels in all other dimensions, its overall customer service quality can still be rated poorly.     

Validating Restaurant Service Quality Dimensions

Abstract

Service-based industries such as hotels and restaurants are spending a tremendous effort to measure and improve the service quality of their businesses. Service quality is one of the key factors in achieving competitive advantages in the restaurant industry since high service quality presumably results in increased customer satisfaction, and thus increased future patronage. The purpose of this study was to examine the two generic service-quality dimensions: physical quality and staff behavior/attitude in restaurants by employing the confirmatory factor analysis approach. The findings indicated that the two-factor model of restaurant service quality was successfully validated and also, the predictive accuracy of the model was established.     

An Experienced-Based Measure of Service Quality

In this article we argue that there is a great need in service quality research to develop better procedures for collecting, selecting and interpreting data on service quality. We argue that such a proce- dure should be qualitative in nature rather than quantitative. The focus for study must then be measuring the total service ex- perience from the (internal) customer's point of view. We suggest a new experience-based method for generating qualitative aspects of service experiences. With these qualitative aspects we have a base for measuring service quality. This is illustrated in two case studies of industrial development services.     

Gender Differences in Service Quality Expectations in the Fast Food Industry

Abstract

Services marketers can influence the evaluation of service quality by “managing” customer expectations. Expectations can also provide insights into market segmentation strategies. Gender is often used as a segmentation variable since it is easily identifiable, accessible, and profitable. The purpose of this study was to examine if there are any gender-based differences in the expectations of service quality in the fast food industry. Hypotheses on gender differences in expectations were tested by an ANOVA, where the composite scores of each of the five dimensions of fast food service were used as dependent variables. The expectations of women were significantly higher than men in four of the five dimensions of fast food service quality.     

Operationalizing the Service Quality Construct

ABSTRACT

Previous research works have suggested that, for it to have practical utility, the service quality construct should not only be industry specific, but also be operational (non-global) in nature. This paper builds on that premise and utilizes a methodology suitable to produce operational measures for the service quality construct in the lodging industry. Of the four dimensions (Responsiveness, Recovery, Tangibles, and “Reliability/Trust mixed with Accessibility/Flexibility”) identified by an exploratory factor analysis, the present study finds that the first three appear to be distinct in the minds of the customers. Further confirming the above, regression analyses suggest that the overall perceived service quality in the lodging industry is significantly and positively associated with three dimensions: (1) Responsiveness, (2) Recovery, and (3) Tangibles, in that decreasing order of importance.     

Professional Service Quality

Abstract

Many of the services that are directed to business clients involve work by professionals who are employed by and/or own a supporting practice. To date, little attention has been directed to the possibility that the large variations in the size and nature of these firms may be reflected in the quality of services they produce. Further, no attempt has be made to delineate those quality factors that clients associate with the firm and those that are associated with the individual professional. This article reports the results of an empirical study designed to investigate the perceived relative influence of the individual, the practice, and several client variables as they affect the delivery of service quality.     

Measurement of Service Quality in Internet Banking: The Development of an Instrument

Service quality measurement in Internet banking services is an area of growing interest to researchers and managers. Building on a synthesis of the extant literature on service quality in traditional services and that of Internet delivered services, this study develops a battery of measures that can be used to measure customer service quality in e-banking services. The study shows that service quality in e-banking can be measured using twenty-one parsimonious measures spread across five dimensions, namely, access, Website interface, trust, attention and credibility. The article discusses the importance of these findings for practitioners and for future research on service quality in Internet delivered services.     

The Dimensions of Service Quality: The Original European Perspective Revisited

The early pioneers of services marketing in Europe, especially the Nordic School, argued that service quality consists of two or three underlying dimensions. Lehtinen and Lehtinen [1985] referred to physical and interactive quality while Christian Grönroos [1984] identified a technical dimension, a functional dimension and the firm's image as a third dimension. In later years, Parasuraman, Zeithaml and Berry [1988] published empirical evidence from five service industries which suggested that five dimensions more appropriately capture the perceived service quality construct. This study uses an exploratory factor analysis approach to investigate the empirical factor structure of the SERVQUAL instrument developed by Parasuraman et al. [1988] to measure perceived service quality. Based on the results of five exploratory analyses performed on five SERVQUAL data sets, a model for SERVQUAL is proposed. It suggests that the SERVQUAL difference scores are measures of two factors termed ‘intrinsic’ and ‘extrinsic’ service quality. The model is then fitted to the SERVQUAL data obtained from five samples of clients who evaluated the services of five service industries or companies by means of confirmatory factor analysis. The results of this study provide empirical support for the European authors who, in the early 1980s, argued that service quality perceptions are largely determined by two (rather than five) dimensions.     

The Impact of Voice Mail Technology on Internal Service Quality

Abstract

The proliferation of sophisticated computer-assisted communication technologies (e.g., voice mail systems, computer conferencing, video conferencing, electronic mail, image transmission) is causing organizations to examine the potential influence such technologies could have on the quality of service delivered to customers (both, internal and external). This paper investigates the impact of an advanced communication technology on the quality of service delivered by employees within an organization to their peers (internal customers). An empirical study was conducted to assess the expectations and performance levels of “internal service” after the incorporation of an advanced communication technology (voice mail) within one service organization (financial institution). Results indicate that the level of expectations of internal service in the context of voice mail were much higher than actual service performance. Analysis also revealed that perceptions of internal service quality significantly differed on the basis of gender and educational level of respondents. Directions for future research and managerial implications for enhancing internal service quality through the incorporation of new information technologies are also discussed.     

Measuring Service Quality in the Public Utilities

Based on a synthesis of the services marketing literature, a multiple-item perceived service quality measure is developed The instrument is a practical tool for monitoring residential customers' quality perceptions of the services provided by a public utility firm (electric, gas and water services). The measure exhibits excellent internal consistency reliability, and meets a number of slringent criteria for construct validity. Implications for researchers and potential users of the scale are discussed.     

Customer Satisfaction with Consumption Systems

ABSTRACT

Purpose: This research examines how satisfaction toward a product and its associated services offered together by a single provider jointly affects behavioral intentions toward the provider.

Design/methodology/approach: In this study, empirical tests were conducted using longitudinal data spanning 5 years from a multinational company that offers both products and associated services as part of a consumption system to their customers.

Findings: Results show a joint congruent effect of product and services satisfaction on behavioral intentions is linear and positive. It appears that offering great service cannot compensate for less-than-adequate satisfaction toward the product. The results further highlight decreasing customer sensitivity to improvements in both sources of satisfaction and imply that focusing on too high levels of one type of satisfaction for their customers can actually be counterproductive for firms.

Research Limitations: Our model was tested using the data obtained from a single firm. Future research could test this model with data from multiple firms in various different industries and establish broader generalizability to the findings.

Practical Implications: Findings provide managers with insights on how to allocate resources across product and service spaces and to manage product and services revenues over time. Results also indicate that customer behavioral intention ratings are more weighted on product quality over the service received by them. However, mere improvements in the product cannot provide the highest desired results and therefore quality improvements in the product need to be complemented by improvements in service quality.

Originality/Value: There is a rapid emergence of the phenomenon of manufacturers providing both products and services as an integrated consumption system to their customers. While the provision of both product and service subsystems by the same firm leads to certain synergies, there are obvious costs to the development of new service capabilities and coordination with existing product capabilities. Our research intends to address this issue.     

Developing a Scale for Measuring Service Quality Perceptions in Distance Education

Abstract

The emphasis of quality in distance education in the last decade tended to place on operational efficiency under the concepts of quality control and quality assurance. This tendency has shifted towards a student's perspective in the wake of greater competitive pressure and heightened students' expectations. This paper reports the results of a study to identify service quality determinants based on the students' perceptions. The results of an exploratory factor analysis of 25 items and a regression analysis produce five dimensions in the following priority: (1) learning facilities, (2) quality of course materials, (3) studying atmosphere, (4) capability of tutors, and (5) center arrangement for tutorials. This study highlights the pressing need for a distance education institution to pay attention to physical facilities and course materials which represent the core of the service offering and are relatively easier to evaluate than other service elements.     

Towards an Improved Understanding of Industrial Services: Quality Dimensions and Their Impact on Buyer-Seller Relationships

ABSTRACT

The rapidly growing field of services marketing has had a strong focus on consumer services. This article deals with industrial services, i.e., services provided by a manufacturing company to organizational customers. The authors suggest a triangular model of industrial service quality involving a distinction between structural, process-related, and outcome-related aspects. These three quality dimensions are shown to have strong impacts on the customer's trust, satisfaction, and commitment. The authors discuss theoretical and managerial implications of their findings.     

Assessing Service Quality in Korean Casual-Dining Restaurants Using DINESERV

ABSTRACT

This study aimed to validate the five dimensions of DINESERV and evaluate service quality of foreign-brand, casual dining restaurants in Korea using DINESERV. It was hypothesized that DINESERV is a valid instrument in the Korean culture, and service quality differs significantly based upon customers' characteristics and restaurants. The factor analysis indicated that (1) tangibles had three subdimensions, and (2) responsiveness had a substantial overlap with assurance. Restaurants in the chain displayed significantly different service qualities. Gender, average spending, and dining occasions significantly impacted the perceptions of service quality.     

Multi-Attribute Dimensions of Service Quality in the Fast Food Restaurant Industry

Abstract

As the fast food restaurant industry grows in the Western industrialized world, it has also become increasingly competitive. In such an environment, marketers are concerned about how to increase or maintain market share through better service quality and effective segmentation strategies. This paper reports a two-phase exploratory study conducted to determine the dimensions of service quality in the fast food industry, from the consumer's perspective. Factor analysis revealed 10 dimensions made up of 57 different attributes. The 10 dimensions were able to discriminate among three groups of fast food patrons, namely: frequent, less frequent, and more frequent patrons. Managerial implications of these findings, for market segmentation, targeting, positioning, and promotional strategies are discussed.     

Hotel Service Recovery and Service Quality: Influences of Corporate Image and Generational Differences in the Relationship between Customer Satisfaction and Loyalty

ABSTRACT

As the number of tourists continues to grow globally, the hospitality industry players inevitably face more challenges. High competition among the competitors and the emergence of new technologies such as online booking platforms make the competition more intense among players in the hospitality sector. The quality of services provided is undoubtedly crucial to the success of the hotel. Hence, any service failure has to be addressed appropriately in order to maintain a high level of customer satisfaction and to keep the image of the hotel intact. It is therefore vital that service recovery programs are carefully planned to meet various types of service failures which may inevitably occur. In this study, questionnaires were distributed to customers who had experienced service failures. The aim was to investigate the influence of service quality and service recovery on satisfaction and, ultimately, the effect on customer loyalty. The research also tested the mediating effect of corporate image between the relationship of customer satisfaction and customer loyalty. The findings showed that both service recovery and service quality had a significant impact on customer satisfaction. Similarly, it was found that customer satisfaction induced customer loyalty towards the hotel operator. The result also showed that corporate image mediated partially between the relationship of customer satisfaction and customer loyalty.     

A Pragmatic View of Perceived Service Quality Measurement

Abstract

Service quality measurement has been a central issue to service quality researchers and practitioners. A review of the service quality literature yields several approaches to the measurement of service quality. These approaches each have their strengths and weaknesses, and each may be appropriate under given circumstances. The present paper seeks to offer guidance to service practitioners interested in the measurement of service quality by suggesting which approach may be appropriate in light of various measurement criteria.     

The Role of Price in Consumer Quality Judgments for Professional Services

Abstract

Classifying services according to their level of search, experience and credence properties can help professional service providers better understand their customers. This research uses an experiment to study the influence of price information on consumer judgments of service quality and patronage intentions for professional services. The conceptual framework predicts that consumers believe in a price-quality relationship for search-based services but not necessarily for professional services that are high in credence properties. The study findings provide support for this proposition and suggest that professional service providers should carefully consider how consumers view their services when using price as a promotion tool.     

A Gap Analysis of a CPA Tax Service and the Implications for Enhancing Service Quality

ABSTRACT

Certified Public Accounting (CPA) firms are “pure” services where the customer is buying the knowledge and expertise of the accounting professional. Marketing the “expertise” of certified public accounting firms is challenging because the client's expected and perceived levels of service quality is not clearly understood. This article presents a service blueprint of an income tax service and highlights potential failure points that can impact process and outcome qualities. Some recommendations are made for improving the tax service to achieve higher levels of service quality.