Developing the service template process: From measurement to agendas for improvement |
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| Authors: | Christine S Williams Mark NK Saunders |
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| Institution: | 1. Head of the Department of Marketing and Strategy and a member of the Centre for Research in Service , The Business School, University of Gloucestershire , The Park, Cheltenham, Gloucestershire , GL50 2RH;2. Head of Research and Professor of Business Research Methods , Oxford Brookes University Business School , Wheatley Campus, Wheatley, Oxford, OX33 1HX, UK |
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| Abstract: | Traditional survey-based measures of service quality are argued to be problematic when reflecting individual services and turning measurement into action. This paper reviews developments to an alternative measurement approach, the Service Template Process, and offers an extension to it. The extended process appears able to measure service users' and deliverers' perceptions of service quality independently. It also enables participants to jointly agree an agenda for quality improvement. The extended process is evaluated in four service situations. The paper concludes with an assessment of the advantages and disadvantages of the process in comparison with more traditional approaches to measuring service quality. |
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| Keywords: | online banking service quality competitive differentiation |
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