by : Byron Sharp, Narelle Page, John Dawes
Published by : ANZMAC 2000 Visionary Marketing for the 21st Century: Facing the Challenge
Abstract
In this paper we outline an overall approach for tracking service and relationship quality that differs substantially from the conventional paradigm. The conventional attitude-based approach relies on assumptions about the link between evaluations of service quality and subsequent behaviour which are not supported by the substantive body of research findings about buyer behaviour. The attitude-based approach also requires inferences to be made concerning what aspects of service provision determine the attitudes. Unfortunately the traditional approach is still widely practiced in commercial market research, as well as practised and taught in Universities. We therefore now explain a different approach which looks directly at service provision by using descriptive non-attitudinal measures and seeks to relate these to observed buying behaviours of interest. The approach has been trialled across a number of service categories and markets with promising results.
Introduction
Most service companies have research programs designed to measure service quality, and/or customer satisfaction, and/or relationship quality. Such programs are designed to allow management to manage service provision and relationship building initiatives. They provide essential information to guide efforts to reduce variability in service quality and to provide customers with the service that will help ensure their continued patronage. While there is little direct evidence as to the link between service quality and better company performance, company-level data suggests a link between higher quality, higher market share and improved
profitability (Buzzell and Gale 1987; Buzzell et al. 1975; Rust and Zahorik 1993).
The Problem with Subjective Evaluations/Attitudes
Measuring service quality and satisfaction traditionally involves asking customers for subjective attitudinal evaluations, that is, asking if they personally felt the service they received was satisfactory. Many service and relationship quality measurement programs also ask customers for subjective evaluations ............
Artikel lengkap dikompilasi/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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Introduction
Most service companies have research programs designed to measure service quality, and/or customer satisfaction, and/or relationship quality. Such programs are designed to allow management to manage service provision and relationship building initiatives. They provide essential information to guide efforts to reduce variability in service quality and to provide customers with the service that will help ensure their continued patronage. While there is little direct evidence as to the link between service quality and better company performance, company-level data suggests a link between higher quality, higher market share and improved
profitability (Buzzell and Gale 1987; Buzzell et al. 1975; Rust and Zahorik 1993).
The Problem with Subjective Evaluations/Attitudes
Measuring service quality and satisfaction traditionally involves asking customers for subjective attitudinal evaluations, that is, asking if they personally felt the service they received was satisfactory. Many service and relationship quality measurement programs also ask customers for subjective evaluations ............
Artikel lengkap dikompilasi/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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