服务质量方面的优先次序外文翻译.docx
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服务质量方面的优先次序外文翻译.docx
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服务质量方面的优先次序外文翻译
服务质量方面的优先次序外文翻译
标题:
Prioritizingservicequalitydimensions
原文:
Inthe“ageofcustomer”deliveringqualityserviceisconsideredanessentialstrategyforsuccessandsurvivalintoday’scompetitiveenvironmentDawkinsandReichheld,1990;Parasuramanetal.,1985;ReichheldandSasser,1990;Zeithamletal.,1990.Whatconstitutesservicequalityhasattractedtheattentionofresearchersallovertheworld.Thedebatecontinues.
Evenasresearcherscontinuetodebatethedeterminantsofservicequalityafewimportantissuesremainunanswered.Isthereauniversalsetofdeterminantsthatdeterminetheservicequalityacrossasectionofservices?
Doestheservicecharacteristicgetsreflectedinwhatcustomersexpectoutofdeliveryofaparticularservice?
Isthereaninherentdifferenceinservicesbecausetheymustbedeliveredinaparticularwayanddoesthathaveabearingonwhatbecomesimportantforthecustomer?
Practitionerscontinuetolookforadviceandsuggestionastowhatconstituteservicequalityfortheiroffersandfurthermore,iftheytendtorepositiontheiroffersbyvaryingsomecharacteristicsoftheiroffers,forexample,byincreasingorreducingtangibilityorcustomercontact,etc.Whataretheoperatingcharacteristicsofdeterminantsastheytogetherconstitutetheservicequality?
Thispaperisanattempttogenerateevidenceifdifferenceinservicesthatresultintopeculiarservicecharacteristicsreturnscustomerswithauniquesetofexpectations?
thosedifferentfromotherservicetypes.Thepaperalsointendstoexamineifthedeterminantsofservicequalityshowsomepredictablebehaviorasservicetypetendtodifferbasedonsomecriterion.Thispaperthereforefirst,goesthroughthediscussionondeterminantsofservicequalityandthen,thereisasmalldiscussiononserviceclassificationswhichcanserveasbasisfordifferenceinservicenature.
Johnston1995suggeststhatoneofthepressingissuesbeforeservicesresearchconcernstheidentificationofthedeterminantsofservicequality.Thisshouldbeacentralconcernforservicemanagementacademicsandpractitioners,astheidentificationofthedeterminantsofservicequalityisnecessaryinordertobeabletospecifymeasure,controlandimprovecustomerperceivedservicequality.
Earlystudiesduring1980sfocusedondeterminingwhatservicequalitymeanttocustomersanddevelopingstrategiestomeetcustomerexpectationsParasuramanetal.,1985.TheearlypioneersofservicesmarketinginEurope,especiallytheNordicSchool,arguedthatservicequalityconsistsoftwoorthreeunderlyingdimensions.LehtinenandLehtinen1985referredtophysicalandinteractivequalitywhileGro¨nroos1984identifiedatechnicaldimension,afunctionaldimensionandthefirm’simageasathirddimension.Inlateryears,Parasuramanetal.1988publishedempiricalevidencefromfiveserviceindustriesthatsuggestedthatfivedimensionsmoreappropriatelycapturetheperceivedservicequalityconstruct.BuildingonthepioneeringworkoftheNordicSchoolofservicesmanagementandparticularlyChristianGronroos,theyestablishedservicequalityasthecoreofservicesmarketing.Theirlandmarkarticlein1985conceptualizedservicequalityasagapbetweenconsumers’expectationsandperceptionsParasuramanetal.,1985andinspiredmanyotherresearcherstoexaminetheservicesqualityconstructwithinamarketingpremiseBerryetal.,1985.However,theircontributionhasnotgoneunchallenged.MuchofthisinteresthascenteredonthecontroversygeneratedbytheirservicequalitygapsmodelParasuramanetal.,1985,andparticularlytheSERVQUALinstrumentdevelopedtomeasureservicequalityParasuramanetal.,1988.ManyresearcherswhohaveusedtheSERVQUALinstrumenthavebeencriticalofitsparadigmaticfoundation,itsconvergentanddiscriminantvalidity,theuseofdifferencescoresandtheuseofnegativelyphraseditemsCarman,1990;BabakusandBoller,1992;Peteretal.,1993;Buttle,1995.
VariationsfromunidimensionalityCroninandTaylor,1992totwo,three,four,sixandeightfactorstructureshavebeenreportedBabakusandBoller,1992;BrensingerandLambert,1990;Carman,1990;CliffandRyan,1994;Schneideretal.,1992.SprengandSingh1993havehintedatthepossiblecombinationofsomeofthefivedimensionsduetohighinter-correlations.JohnstonandSilvestro1990wentontoaddthecustomer’sperspectivetothe12servicequalitycharacteristics.Thisledtotheidentificationofanadditionalfiveservicequalitydeterminants:
attentiveness/helpfulness,care,commitment,functionality,integrity;italsoledtoarefiningofsomeoftheotherdefinitions.Anumberofotherauthorshavealsopostulatedtheirowndeterminantsofservicequality,thoughinsomecasestheyappeartohavebeenbasedonBerryetal.’s1985wellpublicizedwork.
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- 关 键 词:
- 服务质量 方面 优先 次序 外文 翻译