The delivery of quality in goods and services has recently become a marketing priority. Marketers of services experience difficulty in understanding and controlling quality. Although a few academic researchers have attempted to define and model quality, serious conceptual and methodological difficulties remain. Argues for a formal value approach to service quality, modelling it as a satisfaction process incorporating an implicit matching of two value‐based constructs: ideal standard and experienced outcome. During this match a negative cognitive bias occurs. Therefore, only negative disconfirmation determines satisfaction. The proposed model was tested in three hotel service encounters in Sweden and found reasonable support.
International Journal of Service Industry Management – Emerald Publishing
Published: Sep 1, 1992
Keywords: Marketing; Quality control; Service
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