The influence of experience on service expectations

Abstract

States that expectations play an important part in service quality. Currently, the most widely adopted view of service quality results from customers’ expectations being met or exceeded. Surprisingly there is no clear consensus of what expectations actually are or what they do. There is only one widely applied way to measure them (SERVQUAL), an approach that is also widely criticized. Although the possible effect of many “controllable” factors on expectations has been alluded to, the effect of “uncontrollable” factors has not been thoroughly researched. Starts to redress the balance by defining expectations as a mixture of shoulds and wills; a cognitive melting‐pot of what should, ideally, happen and what will realistically happen the next time the service is visited. Uses a reliable measuring instrument to measure these two different expectations and the effect of consumers’ experience of the service on them. The results of the study demonstrate that experience of the service has a clear influence on expectations, at least within the context of the fast‐food industry.

The relationship between internal and external service quality

“…A small number of mostly semantic modifications were carried out in order to adjust the instrument to the specifics of the restaurant business (Bojanic and Rosen, 1994;Johnson and Mathews, 1997;Lee and Hing, 1995;Rosen and Karwan, 1994;Stevens et al, 1995) with added items related to food quality and quantity, since these appear to be important during a patron's regular visit to a restaurant (Turner and Collison, 1988). The final instrument consisted of 28 questions with high-internal consistency as evidenced by Cronbach's (1951) a equal to 0.93.…”

How do Service Encounters Impact on Relationship Benefits

“…Clearly more research is needed to broaden the database for further generalizations. Replications to validate the conceptual model proposed should consider other service sectors (e.g., automobile repair, airline and department store) and service domains (e.g., an experienced and novice customes) (Johnson and Mathews, 1997). Research along this line could lead to a contingency framework by showing the correlation between service encounters and relationship benefits.…”

Diez tipos de expectativas

“…• Enfoque de comparación: las definiciones se fundamentan en el uso de las expectativas de calidad de servicio para comparar marcas competitivas (Miller, 1977;Oliver, 1980; Miller, 1977;Johnson & Mathews, 1997;Clow, Kurtz & Ozment, 1998;Weeb, 2000;Kalamas, Laroche & Cézard, 2002;Higgs, plonsky & Hollick, 2005.…”

“…También se ha determinado que las expectativas predictivas están asociadas a la existencia de un servicio próximo, en tanto que las expectativas normativas no requieren la existencia de esta proximidad temporal del servicio (Iglesias, 2004). En este sentido, se ha comprobado que las expectativas normativas son más estables temporalmente que las expectativas predictivas (Johnson & Mathews, 1997;Clow et al, 1998).…”

“…Miller, 1977;Johnson & Mathews, 1997;Kalamas, Laroche & Cézard, 2002;Finsterwalder, Kuppelwieser & De Villiers, 2012;Golder, Mitra & Moorman, 2012. 113 a r t í c u l o s J. Pelegrín-Borondo, E. Juaneda-Ayensa, C. Olarte-Pascual, Y. Sierra-Murillo, RPE, Vol. 3, No.…”