服务质量方面的优先次序.docx
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服务质量方面的优先次序.docx
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服务质量方面的优先次序
标题:
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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- 关 键 词:
- 服务质量 方面 优先 次序
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