ABSTRACT Evaluating marketing (external) and operations (internal) service quality performance in most organizations is a data‐oriented management task that involves many variables for many different types of services. These two diverse sets of service quality information seldom “match up well” because the marketing and operations functions define and evaluate service quality “their way.” Management's interpretation of what the data “mean” often contributes to extra meetings, unnecessary disagreements within and between functional areas, and poor decision making. This situation can affect the quality and timing of decisions, and ultimately, the organization's profitability and market share. This paper quantitatively relates the customer's evaluation (perception) of service quality directly to the activities and performance criteria of the service delivery process for a credit card processing center. Basic statistical analyses and a recursive path analysis model define the relationships between marketing‐ and operations‐based service quality information. The idea of a “service quality process map” is introduced. A service quality process map relates a flowchart of the service delivery process to the customer's perception of service using the power of multivariate data analysis. Management insights gained from an analysis of marketing (external) and operations (internal) measures of service quality performance can be used to allocate resources wisely. The objective is to gain the most improvement in the customer's perception of service for the least cost. Service quality with this type of evaluation capability can be used to gain competitive advantage in the marketplace.
Decision Sciences – Wiley
Published: Mar 1, 1991
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera