Senin, 23 Mei 2011

A New Approach to Customer Satisfaction, Service Quality and Relationship Quality Research

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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Jumat, 20 Mei 2011

Service Quality, Customer Satisfaction, and Behavior Intention in Service Factory and Professional Service

- An Exploratory Research in Japanese Airlines Service and Hair Salon Service

by : Kaede Takahashi - Kobe University

Abstract
The present study explores the dominant dimensions of service quality (SQ) and the interrelationship among service quality (SQ), customer satisfaction (SAT) and behavioralintention (BI) in two different service categories (service factory and professional service) in Japan. A customer survey was conducted to examine moderation hypotheses, which was analyzed by factor analysis and covariance structure analysis. The results show that the dominant dimensions of SQ are different in the two service categories. However, although there are positive effects both in SQ BI and SQ SAT BI, the indirect effect through SAT seemed more significant than the direct effect, regardless the difference between service categories.
Keyword : Japan, Service quality, Customer satisfaction, Behavioral intentions, Factor analysis

Introduction

Most countries can be defined as “service economies”, because the contribution of the service sector to GDP is considerably greater than that manufacturing and agriculture combined. Japan is the country that seems to lag behind the rest of the highly industrialized countries in both service industry contributions to GDP and the share of the workforce employed in the service sector (Patrik STROM, 2005). According to the date of Japanese Statistic Bureau (2006), the rate of employment in service industry increased 9.6% compared with other industries.
�� In both their general background and tendency, more and more researchers seem to become interested in service marketing and relationship marketing. In recent years, not only in academic world, relationship marketing has moved beyond the sphere of academia to be used to positively in the industrial world (Minami. C, 2006). However, many service managers have found that ........................

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).

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