Service quality models a review.docx

1、Service quality models a reviewhe main objective of this paper is to critically appraise various service quality models and identify issues for future research based on the critical analysis of literature. The paper critically examines 19 different service quality models reported in the literature.

2、The critical review of the different service quality models is intended to derive linkage between them, and highlight the area for further research. The review of various service quality model revealed that the service quality outcome and measurement is dependent on type of service setting, situatio

3、n, time, need etc factors. In addition to this even the customers expectations towards particular services are also changing with respect to factors like time, increase in the number of encounters with a particular service, competitive environment, etc. This paper provides a rich agenda for future r

4、esearch in the subject. This research developed a linkage between the different service quality models. The growth of literature in the field of service quality seems to have developed sequentially, providing a continuous updating and learning from the findings/observations of predecessors. This pap

5、er provides new directions to service quality researchers. This paper explores new directions in service quality research and offers practical help to researchers and practitioners in providing a direction for service quality improvement.显示更少全文文献 翻译 HeadnoteAbstractPurpose - The main objective of th

6、is paper is to critically appraise various service quality models and identify issues for future research based on the critical analysis of literature.Design/methodology/approach - The paper critically examines 19 different service quality models reported in the literature. The critical review of th

7、e different service quality models is intended to derive linkage between them, and highlight the area for further research.Findings - The review of various service quality model revealed that the service quality outcome and measurement is dependent on type of service setting, situation, time, need e

8、tc factors. In addition to this even the customers expectations towards particular services are also changing with respect to factors like time, increase in the number of encounters with a particular service, competitive environment, etc. This paper provides a rich agenda for future research in the

9、subject.Research limitations/implications - This research developed a linkage between the different service quality models.Practical implications - The growth of literature in the field of service quality seems to have developed sequentially, providing a continuous updating and learning from the fin

10、dings/observations of predecessors. This paper provides new directions to service quality researchers.Originality/value - This paper explores new directions in service quality research and offers practical help to researchers and practitioners in providing a direction for service quality improvement

11、.Keywords Customer satisfaction, SERVQUAL, Communication technologies, Service delivery, Service levels, Customer services qualityPaper type Literature reviewIntroductionDuring the past few decades service quality has become a major area of attention to practitioners, managers and researchers owing

12、to its strong impact on business performance, lower costs, customer satisfaction, customer loyalty and profitability (Leonard and Sasser, 1982; Cronin and Taylor, 1992; Gammie, 1992; Hallowell, 1996; Chang and Chen, 1998; Gummesson, 1998; Lasser et al, 2000; Silvestro and Cross, 2000; Newman, 2001;

13、Sureshchander et al, 2002; Guru, 2003 etc.). There has been a continued research on the definition, modeling, measurement, data collection procedure, data analysis etc., issues of service quality, leading to development of sound base for the researchers.This documented knowledge base through several

14、 studies on the subject can be of great use to researchers and practitioners in providing a direction on how to explore/modify the existing service quality concepts with the changing world scenario (shift from conventional personalized services to web enabled services).For an organization to gain co

15、mpetitive advantage it must use technology to gather information on market demands and exchange it between organizations for the purpose of enhancing the service quality. Researchers and managers thrive for learning details about components of service quality in their organization of obvious reasons

16、 of customer satisfaction, increased profitability etc. In this context model gains specific importance as it not only help in learning the factors associated with it but also will provide a direction for improvements.A conceptual model attempts to show the relationships that exist between salient v

17、ariables. (Ghobadian et al, 1994). It is a simplified description of the actual situations. 1 It is envisaged that conceptual models in service quality enable management to identify quality problems and thus help in planning for the launch of a quality improvement program thereby improving the effic

18、iency, profitability and overall performance.This paper makes an attempt to study various service quality models covering the aspects of conventional services to web interacted services. The primary aim of these models is to enable the management to understand and enhance the quality of the organiza

19、tion and its offering. Nineteen conceptual service quality models reported during the period (1984-2003) are reviewed in this paper. Each of them is representative of a different point of view about services.The organization of this paper is as follows: initially after highlighting the need for the

20、present study, a generalized framework of the study is presented. This is followed by a brief discussion of the models and a critical appraisal of the same. Finally the agenda for future research is spelt out.Need for present studyToday globalization and liberalization are affecting economies of not

21、 only developing but also developed countries. The focus areas for organizations are also changing from profit maximization to maximizing profits through increased customer satisfaction. The pressures of competition are forcing the organizations to not only look on the processes but also on the way

22、they are delivered. During past two decades business scenario has changed drastically. Some of the key changes that have taken place in the business are:* Horizontal business processes replacing vertical functional approach.* Greater sharing of information with all connected links and customers.* Gr

23、eater emphasis on organizational and process flexibility.* Necessity to coordinate processes across many sites.* Employee empowerment and the need for rules-based real time decision support systems.* Competitive pressure to introduce new service/products more quickly.* Integrated customer driven pro

24、cesses.* Quick response to customers needs.* Worldwide relationships between various trade partners, suppliers etc.* Easily accessible information through internet.* Flexible and efficient service/product customization.Owing to the factors like opening up of markets, increase in use of IT, increased

25、 customer knowledge and awareness etc., it becomes a must to deliver the services better then its competitor at agreed price. In this context, the subject of service quality needs a fresh understanding in the current business scenario. This study can help to identify the research gaps and thus attem

26、pts to provide benefits to practicing managers and researchers.Framework for studyThe subject of service quality is very rich in context of definitions, models and measurement issue. Several researchers explored the subjects with varying perspectives and using different methodologies. The following

27、factors seem to be suitable for comparative evaluations of the models:* Identification of factors affecting service quality.* Suitability for variety of services in consideration.* Flexibility to account for changing nature of customers perceptions.* Directions for improvement in service quality.* S

28、uitability to develop a link for measurement of customer satisfaction.* Diagnosing the needs for training and education of employees.* Flexible enough for modifications as per the changes in the environment/conditions.* Suggests suitable measures for improvements of service quality both upstream and

29、 down stream the organization in focus.* Identifies future needs (infrastructure, resources) and thus provide help in planning.* Accommodates use of IT in services.* Capability to be used as a tool for benchmarking.With these issues as focus this present study is undertaken to understand the service

30、 quality models in the above light.Service quality modelsThe present study is an attempt to review 19 service models in the light of the changed business scenario and analyze the models for the suitability/need for modification in the current context. The models are presented using a standard struct

31、ure, i.e. covering brief discussion and the major observations on the models. The next section covers the evaluation of these models for above parameters. The brief discussions on the models are as under:SQ1. Technical and functional quality model (Grnroos, 1984)A firm in order to compete successful

32、ly must have an understanding of consumer perception of the quality and the way service quality is influenced.Managing perceived service quality means that the firm has to match the expected service and perceived service to each other so that consumer satisfaction is achieved. The author identified three components of service quality, namely: technical quality; functional quality; and image (see Figure 1):(1) Technical quality is the quality of what consumer actually receives as a result of his/her interaction with the service firm and is important to him/her and to his/her