Gaining Competitive Advantages: Analyzing the Gap between Expectations and Perceptions of Service Quality
Tóm tắt
Universities have obligations to fulfill the needs of two customers –students and industry. Students must be intellectually prepared to meet the challenges of a highly competitive global environment. One approach in meeting this challenge is to focus on `Service Quality.' The purpose of this paper is to review the relevant research literature and theorize several propositions about SERVQUAL in the higher educational environment. The research considers the gap between expected services and perceived services and how these dimensions of SERVQUAL may be utilized to improve service quality and customer satisfaction.
Tài liệu tham khảo
Carman, J. M. (1990). 'Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions.' Journal of Marketing 665 (1), 33‐35.
Churchill, G. and C. Supremant (1982). 'An investigation into the determinants of customer satisfaction.' Journal of Marketing Research 19, 491‐504.
Cronin, J. and S. Taylor (1992). 'Measuring service quality: A reexamination and extension.' Journal of Marketing 56, 55‐68.
Devlin, S. and H. Dong (1994). 'Service quality from the customers' perspective.' Marketing Research, Chicago.
Grapentine, T. (1998). 'The history and future of service quality assessment.' Marketing Research, Chicago.
Lewis, R. and B. Booms (1983). 'The marketing aspects of service quality.' In L. Berry, G. Shostsck, and G. Upah (eds.), Emerging Perspectives of Services Marketing. Chicago: American Marketing, pp. 99‐107.
Parasuraman, A., V. Zeithaml, and L. Berry (1985. 'A conceptual model of service quality and its implications for future research.' Journal of Marketing 49 (4), 41‐50.
Parasuraman, A., V. Zeithaml, and L. Berry (1985). 'Communication and control processes in the delivery of service quality.' Journal of Marketing, 35‐48.
Parasuraman, A., V. Zeithaml, and L. Berry (1988). 'SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality.' Journal of Retailing 64 (1), 12‐40.
Parasuraman, A., V. Zeithaml, and L. Berry (1990). 'An empirical examination of relationships in an extended service quality model.' Marketing Science Institute Research Program Series, Report No., pp. 90‐122.
Parasuraman, A., V. Zeithaml, and L. Berry (1991). 'Understanding customer expectations of service.' Sloan Management Review, 39‐48.
Parasuraman, A., V. Zeithaml, and L. Berry (1991. 'Refinement and reassessment of the SERVQUAL scale.' Journal of Retailing, 420‐450.
Parasuraman, A., V. Zeithaml, and L. Berry (1993). 'The nature and determinants of customer expectations of service.' Journal of the Academy of Marketing Science, 1‐12.
Parasuraman, A., V. Zeithaml, and L. Berry (1994). 'Reassessment of expectations as a comparison standard in measuring service quality: Implications for future research.' Journal of Marketing 58, 111‐124.
Parasuraman, A., V. Zeithaml, and L. Berry (1994). 'Alternative scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria.' Journal of Retailing 70, 201‐230.
Parasuraman, A., V. Zeithaml, and L. Berry (1996). 'The behavioral consequences of service quality.' Journal of Marketing, 31‐46.
Parasuraman, A., V. Zeithaml, and L. Berry (1997). 'Multiple-method listening: The building of a service quality information system.' Sloan Management Review, 65‐76.
Rust, R. and A. Zahorik (1993). 'Customer satisfaction, customer retention, and market share.' Journal of Retailing 69 (2), 193‐215.
Smith, R. and M. Houston (1982). 'Script-based evaluations of satisfaction with services.' In L. Berry, G. Shostack, and G. Upah (eds.), Emerging Perspectives on Services Marketing, Chicago: American Marketing, pp. 59‐62.
Teas, R. K. (1993). 'Consumer expectations and the measurement of perceived service quality.' Journal of Professional Services Marketing 8 (2), 33‐54.
Teas, R. K. (1993). 'Expectations, performance evaluation, and consumer's perceptions of quality.' Journal of Marketing 57, 18‐34.
Voss, G., A. Parasuraman, and D. Grewal (1998). 'The roles of price, performance, and expectations in determining satisfaction in service exchanges.' Journal of Marketing, New York.
Zeithaml, V., L. Berry, and A. Parasuraman (1996). 'The behavioral consequences of service quality.' Journal of Marketing 60, 31‐46.