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Service intangibility and its impact on consumer expectations of service quality

Service intangibility and its impact on consumer expectations of service quality Among the areas which need to be addressed in service quality research is the nature of consumer expectations across the range of intangibility. Previous research has compared consumers’ service quality expectations across services, but different groups of subjects were evaluated for each different service. The problem with using different subjects for each service is that the subject’s demographic characteristics may be responsible for the significant differences in expectations of quality. This research uses a controlled, repeated measures design where subjects were each asked to evaluate three services, varying in their degree of intangibility, over a ten week period. This made it possible to look at service quality expectations without risking the problem that demographics would account for most of the differences in the data. A classification matrix for services based strictly on the feature of intangibility is proposed. The managerial implications of this simplified classification scheme for services are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Service intangibility and its impact on consumer expectations of service quality

Journal of Services Marketing , Volume 14 (1): 18 – Feb 1, 2000

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876040010309185
Publisher site
See Article on Publisher Site

Abstract

Among the areas which need to be addressed in service quality research is the nature of consumer expectations across the range of intangibility. Previous research has compared consumers’ service quality expectations across services, but different groups of subjects were evaluated for each different service. The problem with using different subjects for each service is that the subject’s demographic characteristics may be responsible for the significant differences in expectations of quality. This research uses a controlled, repeated measures design where subjects were each asked to evaluate three services, varying in their degree of intangibility, over a ten week period. This made it possible to look at service quality expectations without risking the problem that demographics would account for most of the differences in the data. A classification matrix for services based strictly on the feature of intangibility is proposed. The managerial implications of this simplified classification scheme for services are discussed.

Journal

Journal of Services MarketingEmerald Publishing

Published: Feb 1, 2000

Keywords: Service quality; Services marketing; Customer satisfaction; Customer service; Consumer behaviour

References

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