The relationship between service customers' quality assurance behaviors, satisfaction, and effort: A cost of quality perspective

The relationship between service customers' quality assurance behaviors, satisfaction, and... The overarching purpose of this article is to deepen understanding of customers' roles in service quality assurance. Customers engage in quality assurance behaviors in attempts to increase their satisfaction and to recover from service failures. The non-monetary costs incurred by customers who engage in these behaviors represent largely overlooked costs of quality that can and should be factored into service design and management. Four customer costs of service quality are identified using a critical incident methodology to classify service customers' quality assurance behaviors. Then, relationships between customers' quality assurance behaviors and reported levels of effort and satisfaction are tested to better understand the implications of the typology. Finally, we provide some initial suggestions for integrating the quality assurance behaviors of customers with the service management activities of service providers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Operations Management Elsevier

The relationship between service customers' quality assurance behaviors, satisfaction, and effort: A cost of quality perspective

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Publisher
Elsevier
Copyright
Copyright © 1997 Elsevier Ltd
ISSN
0272-6963
DOI
10.1016/S0272-6963(96)00097-6
Publisher site
See Article on Publisher Site

Abstract

The overarching purpose of this article is to deepen understanding of customers' roles in service quality assurance. Customers engage in quality assurance behaviors in attempts to increase their satisfaction and to recover from service failures. The non-monetary costs incurred by customers who engage in these behaviors represent largely overlooked costs of quality that can and should be factored into service design and management. Four customer costs of service quality are identified using a critical incident methodology to classify service customers' quality assurance behaviors. Then, relationships between customers' quality assurance behaviors and reported levels of effort and satisfaction are tested to better understand the implications of the typology. Finally, we provide some initial suggestions for integrating the quality assurance behaviors of customers with the service management activities of service providers.

Journal

Journal of Operations ManagementElsevier

Published: Feb 1, 1997

References

  • Relationship marketing
    Berry, L.L.
  • Marketing-orientation revisited: The crucial role of the part-time marketer
    Gummesson, E.
  • Poor-quality Costs
    Harrington, H.J.
  • Perceived determinants at high and low productivity in three occupational groups: A critical incident study
    White, F.M.; Locke, E.A.
  • Services Marketing
    Zeithaml, V.A.; Bitner, M.J.

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