服务质量方面的优先次序Word下载.docx
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服务质量方面的优先次序Word下载.docx
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Prioritizingservicequalitydimensions
原文:
Inthe“ageofcustomer”deliveringqualityserviceisconsideredanessentialstrategyforsuccessandsurvivalintoday’scompetitiveenvironment(DawkinsandReichheld,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.
Johnston(1995)suggeststhatoneofthepressingissuesbeforeservicesresearchconcernstheidentificationofthedeterminantsofservicequality.Thisshouldbeacentralconcernforservicemanagementacademicsandpractitioners,astheidentificationofthedeterminantsofservicequalityisnecessaryinordertobeabletospecifymeasure,controlandimprovecustomerperceivedservicequality.
Earlystudiesduring1980sfocusedondeterminingwhatservicequalitymeanttocustomersanddevelopingstrategiestomeetcustomerexpectations(Parasuramanetal.,1985).TheearlypioneersofservicesmarketinginEurope,especiallytheNordicSchool,arguedthatservicequalityconsistsoftwoorthreeunderlyingdimensions.LehtinenandLehtinen(1985)referredtophysicalandinteractivequalitywhileGro¨
nroos(1984)identifiedatechnicaldimension,afunctionaldimensionandthefirm’simageasathirddimension.Inlateryears,Parasuramanetal.(1988)publishedempiricalevidencefromfiveserviceindustriesthatsuggestedthatfivedimensionsmoreappropriatelycapturetheperceivedservicequalityconstruct.BuildingonthepioneeringworkoftheNordicSchoolofservicesmanagementandparticularlyChristianGronroos,theyestablishedservicequalityasthecoreofservicesmarketing.Theirlandmarkarticlein1985conceptualizedservicequalityasagapbetweenconsumers’expectationsandperceptions(Parasuramanetal.,1985)andinspiredmanyotherresearcherstoexaminetheservicesqualityconstructwithinamarketingpremise(Berryetal.,1985).However,theircontributionhasnotgoneunchallenged.Muchofthisinteresthascenteredonthecontroversygeneratedbytheirservicequalitygapsmodel(Parasuramanetal.,1985),andparticularlytheSERVQUALinstrumentdevelopedtomeasureservicequality(Parasuramanetal.,1988).ManyresearcherswhohaveusedtheSERVQUALinstrumenthavebeencriticalofitsparadigmaticfoundation,itsconvergentanddiscriminantvalidity,theuseofdifferencescoresandtheuseofnegativelyphraseditems(Carman,1990;
BabakusandBoller,1992;
Peteretal.,1993;
Buttle,1995).
Variationsfromunidimensionality(CroninandTaylor,1992)totwo,three,four,sixandeightfactorstructureshavebeenreported(BabakusandBoller,1992;
BrensingerandLambert,1990;
Carman,1990;
CliffandRyan,1994;
Schneideretal.,1992).SprengandSingh(1993)havehintedatthepossiblecombinationofsomeofthefivedimensionsduetohighinter-correlations.JohnstonandSilvestro(1990)wentontoaddthecustomer’sperspectivetothe12servicequalitycharacteristics.Thisledtotheidentificationofanadditionalfiveservicequalitydeterminants:
attentiveness/helpfulness,care,commitment,functionality,integrity;
italsoledtoarefiningofsomeoftheotherdefinitions.Anumberofotherauthorshavealsopostulatedtheirowndeterminantsofservicequality,thoughinsomecasestheyappeartohavebeenbasedonBerryetal.’s(1985)wellpublicizedwork
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