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Seminar paper from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,3, University of Münster (Junior Professorship for Marketing), language: English, abstract: Service Quality is a field of marketing, which stimulated numerous scholars to do theoretical and empirical research on. The SERVQUAL concept first was amongst concepts like The Nordic Model by Grönroos (1984) and The Three-Component Model by Rust and Oliver (1994) and SERVPERF by Cronin and Taylor (1992). After there has been a major debate which role expectations should play for service quality, which primary dimensions should be used to conceptualize and measure it and how service quality has to be integrated in existing marketing theory, newer approaches concentrate either on the depth of these dimensions, further optimization of the integration of service quality into marketing theory or specific factors which might play a role on distinct settings. In a multilevel approach, primary dimensions can be understood as direct antecedents of service quality. Subdimensions are antecedents of the primary dimensions of service quality. This paper deals with the issue, how customer perceived service quality (CPSQ) is supposed to be conceptualized and measured. In order to do this, the first section begins simply with several ideas that came up in literature what factors might influence service quality and how it can be defined. Then the paper illustrates why generality of theories is useful in Marketing Research and how it can be achieved. Moreover, an adequate framework to justify or reject particular concepts and measurements of service quality is provided. In the third section, the paper continues with the introduction of concepts and measurements of service quality. Attention is given to broader approaches as well as specific approaches of service quality. The paper combines these approaches in the fourth section with the help of the diagnostic framework provided before in order to achieve a concept of CPSQ with an optimal degree of generality. Thereafter the paper closes with a conclusion that gives a résumé on the results of this work.
This text provides an overview of the characteristics and underlying principles of delivering services in today's marketplace, and places these issues in the context of the frameworks and activities of various types of organization, such as financial services, tourism, charities and museums.
This important new book concerns the marketing of recreation and leisure experiences. While the service marketing model moved marketing into a new era, it didn't recognize that today, recreation and leisure experiences drive the market. The ways in which people choose to live, work, and play have resulted in leisure experience becoming a key component of lifestyle.This book is a compilation of what is known about the marketing of experiences, and is intended for both beginner and more advanced marketers. Written in a conversational yet instructive style, Experience Marketing: Strategies for the New Millennium engages the reader in a process of discovery to determine a preferred course for improved marketing approaches in diverse settings.As a wide variety of organizations in the commercial, private, nonprofit, and public sector are increasingly involved in the marketing of experiences to diverse groups, O'Sullivan and Spangler's book is a valuable resource in enhancing the quality of life for customers and clients.
This book is very useful for it is not just ‘descriptive’ in its nature, but ‘prescriptive’, too. It is descriptive in the sense that it describes the process of developing or using a metric in a problem situation, and prescriptive as it clearly prescribes how a beginner can put the theory into practice. In this globalized economy, maintaining quality of products and services has been the thrust area of interest among academicians and practitioners. Today, there are quite a good number of books and research articles available. Nevertheless, service quality measurement has always posed problems, particularly in the context of service industries due to the difficulty in the measurement of the intangibles and implied needs of the customers. The research literature is filled with articles on how to quantify the services, and there are several streams of arguments on the choice of the most ideal approach. However, the research gap lies in the answer to the question: ‘Do these measurement instruments concur in their measurement outcomes or do they give different results in the same situation?’ This book primarily makes an attempt to answer this question through a case study approach. Even though, there are several instruments for the measurement of service quality, the two most widely used instruments are SERVQUAL and SERVPERF metrics. Comprehensively, this book explains the systematic procedure of using both, the instruments in a service sector, and further, the procedure for conducting a statistical analysis so that one will be able to apply the same in any service sector. It then takes the reader through a series of tests in order to compare the two metrics, and to prove statistically if there is the same outcome in a problem situation. The results are sure to surprise the reader, and trigger the “research bent of mind” to undertake a similar study of such metrics and gain mastery over performing an independent research with very minimal guidance from a professional guide. To conclude, this book is sure to provide adequate inputs for a service quality researcher, and answer various questions wriggling in the mind of a beginner of service quality research such as: How shall I start with service quality measurement? How to collect data? How to select a sample? How to conduct a literature review? How to analyse the data? What research methodology is applicable? How to build hypothesis on my research? How to use statistical procedures? How to present the [...]
“Great retailers are great at service. No exceptions. This book offers a wealth of insight into delivering excellent retail service.” ---Leonard L. Berry, Distinguished Professor of Marketing, N.B Zale Chair in Retailing and Market Leadership, Mays Business School, Texas A&M University "With a growing understanding of service as a phenomenon and perspective of business and marketing, retailers are increasingly seeing the need to transform from distribution of products to service providers. This book includes considerable insight regarding the importance of the service perspective and how it can be implemented in retailing." --Christian Grönroos, Professor of Service and Relationship Marketing, CERS Centre for Relationship Marketing and Service Management, Hanken School of Economics, Finland "Consisting of chapters written by leading scholars in service management and retailing from around the world, this comprehensive book offers rich insights for how retailers can excel and achieve sustainable competitive advantage by invoking and implementing service management principles. This enlightening book is a valuable resource for students, researchers and practitioners with an interest in retailing." --A. "Parsu" Parasuraman, Professor of Marketing & The James W. McLamore Chair, School of Business Administration, University of Miami Coral Gables, Florida "Service excellence and service innovation are critical for success in today’s competitive retail marketplace. Service Management: The New Paradigm in Retailing provides a contemporary and transformative lens for accomplishing these essential goals." --Mary Jo Bitner, Professor, Director Center for Services Leadership, W.P. Carey School of Business, Arizona State University
The last three decades have seen a dramatic increase in the attention businesses devote to their quality of service. Scholars and researchers in a number of disciplines, including marketing, human resources I/O psychology, sociology, and consumer behavior, have all made substantial contributions to understanding what service is, how service and service delivery quality are experienced by customers, and the role of employees and their organizations in service delivery. Service Quality: Research Perspectives presents a comprehensive overview and analysis of the field and its research, including its growth, emerging trends, and debates
The recent explosion of digital media, online networking, and e-commerce has generated great new opportunities for those Internet-savvy individuals who see potential in new technologies and can turn those possibilities into reality. It is vital for such forward-thinking innovators to stay abreast of all the latest technologies. Web-Based Services: Concepts, Methodologies, Tools, and Applications provides readers with comprehensive coverage of some of the latest tools and technologies in the digital industry. The chapters in this multi-volume book describe a diverse range of applications and methodologies made possible in a world connected by the global network, providing researchers, computer scientists, web developers, and digital experts with the latest knowledge and developments in Internet technologies.
`Bill Hollins continues his practical investigation of design in the service sector. In this new book with Sadie Shinkins, he provides a down to earth approach to an important topic in the field′ - Naomi Gornick, Honorary Professor, University of Dundee Guiding readers through each stage in the design and implementation of service operations, this book combines lively examples that are easy to relate to with clearly explained theory. Throughout, chapters contain pedagogical features that will help students to get the most from the ideas and examples being presented in the book. They include: - Chapter objectives; - Short cases; - Student exercises; - Chapter summaries; - Further reading section; - A glossary of key terms.
This is a comprehensive, practical and theoretical guide to the latest thinking in the foundations of services. The authors present contributions from the world''s leading experts on services marketing and management.'