Determinants of consumers' perceptions of service quality

Meng-Kuan Lai, Purdue University

Abstract

This study examined the determinants of perceived service quality through an experimental design. Scenarios with manipulations of service process and service outcome were used to investigate the relationships between manipulated service quality, including service process and service outcome, and the evaluation of service. In this study, equity theory was applied to define service process and service outcome. Service process was operationalized as aspects other than outcome in a service delivery. Service outcome was operationalized as the result of service. It was postulated that both service process and service outcome positively affect the evaluation of service. This was supported. The primary interest of this study was in the moderating effect of product involvement on the relationships among service process, service outcome, and evaluation of service. Specifically, it was hypothesized that people who are high in product involvement react more strongly to variations in service outcome than people who are low in product involvement, and vice versa. The moderating effect of product involvement on the relationship of service process and service outcome on evaluation of service was partially supported by the data. The prediction that low product involvement subjects would focus on service process rather than service outcome while evaluating service quality was indirectly supported. The results also suggested that high product involvement subjects reacted strongly to both service process and service outcome. In addition to service delivery (including service outcome and service process) and product involvement, this study was interested in examining the effect of a personality variable--abasement--on the evaluation of perceived quality. It was predicted that abasement would correlate positively with the evaluation of service. The results of this study did not support this hypothesis. There are two possible explanations for the insignificant results. First, although abasers tend to blame themselves, be self-accusing, and apologizing, that may not mean that they are more forgiving of someone else who errs. Second, it is quite possible that the manipulation of service quality may have been so strong that subjects responded to it in a similar manner regardless of their abasement tendency. Finally, the proposed positive correlation between evaluation of service and satisfaction with service was supported.

Degree

Ph.D.

Advisors

Ladisch, Purdue University.

Subject Area

Marketing

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