Concerns the application of novel technology (the TEAMWORKER system) in the measurement of service quality. A performance‐only version of the SERVQUAL instrument was used as a basis, contextualized to suit the fast food industry. The study suggests that the use of computer‐aided interviewing, involving direct data entry by respondents, may have application in the area of service quality measurement. Using this approach, relatively large samples (300 respondents) were gathered in five hours on two occasions in the same area. The study shows low error rates in data capture, and demonstrates the feasibility of the use of such systems within the service arena. It is argued that the resultant data sets, when developed into databases, can be used to provide timely and relevant data on service quality for organizations’ management at all levels.
Marketing Intelligence & Planning – Emerald Publishing
Published: Feb 1, 1999
Keywords: Data collection; Interviewing; Performance measurement; Research measurement; Service quality; Services marketing
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