A typology analysis of service quality, customer satisfaction and behavioral intentions in mass services

Abstract

Purpose-This paper aims to investigate the possibility that the typology of a service as well as the operationalization of the service measurement scale may determine the nature of the service quality (SQ) construct and its relationship with those of customer satisfaction (SAT) and behavioral intentions (BI). Design/methodology/approach-The study utilized the service classification scheme developed by Schmenner and concentrated on the mass service category as an example to illustrate the concept with data from retail banking. Findings-Confirmatory factor analysis indicated that "Responsiveness," "Tangibility," "Reliability," "Knowledge," and "Accessibility" dimensions contribute significantly to service quality. It was further observed that SAT fully mediates the impact of SQ on BI. Research limitations/implications-A notable limitation is that the present study focuses only on mass service and uses only one industry (retail banking) to illustrate the findings. Future research should examine other service categories. Practical implications-Service managers in the mass service category are recommended to devise operations and marketing strategies that focus on the SQ dimensions which can enhance customer satisfaction and, in turn, foster positive behavioral intentions. Originality/value-This study presents a methodology for developing an operationizable service quality construct. It demonstrates that SQ, SAT and BI and their interrelationships may be typology-specific. Thus, two or more industries may exhibit similar relationship characteristics with regard to these constructs, if they belong to the same service category. This knowledge can lead to inter-industry benchmarking of best practices that can lead to better customer satisfaction and behavioral intentions.

Service experience through the eyes of budget hotel guests: Do factors of importance influence performance dimensions?

“…It is noted in 10 literature that better the quality of services provided by the hotel, the better is the perception about the hotel's standards of service quality (Kara et al, 2005;Olorunniwo & Hsu, 2006;Qin et al, 2010). How does reservation process relate to hotel access and safety is tested with the following hypothesis.…”

Relationship between RATER Service Quality Dimensions and Customer Satisfaction–Study on Travel agents in Punjab

“…Tangibles are the physical aspects of the service provider to indicate the added facilities of a service (Reid, 2011). Reliability provide services to the customers as per promised by service provider (Olorunniwo & Hsu, 2006). Responsiveness represents willingness to provide service at a given moment (Kouthouris, Alexandris, & Kouthouris, 2005).…”

“…Models to Repeated Cross-Sectional Survey Data (Broadhurst, Holt, & Doherty, 2012) should be used to examine the customer satisfaction related to service provided by travel agents in Punjab. There should be follow up study once a year to understand and improve the service quality of travel agents (Olorunniwo & Hsu, 2006).…”

Retailer behavior as determinant of service quality in Indian retailing

“…Finn and Lamb (1991) postulated that perceived service quality in retailing is not a function of the fi ve quality dimensions identifi ed by Parasuraman et al (1988), and that customers use diverse criteria for appraising different categories of services. Mass retail services like banking and retailing face a challenge of making their services appear warm and responsive toward customer needs ( Olorunniwo and Hsu, 2006 ) and reducing procedural wastes in billing and documentation ( Schmenner, 1986 ). Carman (1990) posits that SERVQUAL was not a generic instrument for all services, and that it should be modifi ed according to different services.…”

“…Service quality has implications for both marketing and operations ( Kellogg and Chase, 1995 ;Fitzsimmons and Fitzsimmons, 2004 ;Olorunniwo and Hsu, 2006 ) of a company and plays a crucial role in defi ning the service delivery. Service quality is directly related to the performance of the organizations ( Baker and Crompton, 2000 ) and affects customer loyalty.…”