Measuring perceived service quality using integrated conjoint experiments

Measuring perceived service quality using integrated conjoint experiments Proposes the use of integrated conjoint experiments to measure perceived service quality. It also demonstrates the process of modelling the hierarchical relations between operationally defined service attributes, strategically relevant service dimensions, and overall preference for banks or banking products. The proposed method, which is based on hierarchical information integration theory, avoids some of the limitations and problems of SERVQUAL and traditional conjoint analysis. The approach is demonstrated with an application to retail banks involving four service dimensions and 28 attributes. Conclusions are drawn about which dimensions and attribute changes will yield the strongest improvements in a bank's utility and competitive position. The paper ends with a discussion of topics for further research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Measuring perceived service quality using integrated conjoint experiments

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0265-2323
DOI
10.1108/02652320010349049
Publisher site
See Article on Publisher Site

Abstract

Proposes the use of integrated conjoint experiments to measure perceived service quality. It also demonstrates the process of modelling the hierarchical relations between operationally defined service attributes, strategically relevant service dimensions, and overall preference for banks or banking products. The proposed method, which is based on hierarchical information integration theory, avoids some of the limitations and problems of SERVQUAL and traditional conjoint analysis. The approach is demonstrated with an application to retail banks involving four service dimensions and 28 attributes. Conclusions are drawn about which dimensions and attribute changes will yield the strongest improvements in a bank's utility and competitive position. The paper ends with a discussion of topics for further research.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Jul 1, 2000

Keywords: Service; marketing; Banks; Conjoint analysis; Consumer behaviour

References

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