Using consumer perceptions to operationalize the service construct: Exploratory research in theory extension and validation

Abstract

Despite the ascendancy of services marketing as a topic of interest, an absence of empirical validation measures and well‐grounded research techniques in the area is evident. This article explores the need for marketing to develop an approach by which services marketing empirical research can be advanced. A methodology is proposed that operationalizes the service construct by identifying consumer perceptions of goods and services, and which provides a practical basis for conducting empirical research. Empirical evidence is offered that suggests strong reliability and face validity in support of this approach. © 1995 John Wiley & Sons, Inc.

The Impact of Cultural Distance on Perceived Service Quality Gaps

“…Two interrelated reasons may account for this research gap. First, research concerning quality constructs in tourism has focused on methodological issues and on methodological positioning between those who favour and use attribute-based measures of service quality and service satisfaction (Parasuraman et al 1985, Parasuraman et al 1988, Patton et al 1994, Doren, Chadee and Mattsson 1996, Martin 1995, Fick and Ritchie 1991, Richard and Sundaram 1994, Weiermair and Fuchs 1999 and those supporting attitude-based service quality constructs and measures (Mazanec 1997, Cronin and Taylor 1994, Murray and Schlacter 1995. Both schools of thought have to contend with the complex character of service production and marketing in tourism, involving as it were sequential or overlapping processes of service encounters and involving simultaneously a multitude of different tourism activities, services and quality dimensions (Weiermair 1996).…”