Tolerance zones in perceived service quality:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | Undetermined |
| Veröffentlicht: |
Helsingfors
Svenska Handelshögskolan
1994
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| Schriftenreihe: | Ekonomi och samhälle
58 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | IX, 241 S. graph. Darst. |
Internformat
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Datensatz im Suchindex
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| adam_text | TABLE OF CONTENT
1. INTRODUCT1ON 1
1.1 A managerial view of perceived Service quality 2
1.2 The developmentof Service quality research 5
1.3 The purpose of the study 7
1.3.1 Delimitations 10
1.3.2 Contribution 10
1.3.3 Theoretical perspective and methods 11
1.4 The structure of the study 12
2. TOLERANCE ZONES 14
2.1 Different views on tolerance zones 14
2.1.1 Tolerance zones or indifference zones 16
2.1.1.1 Indifference zones 19
2.1.1.2 Factors affecting the zone of tolerance 22
2.1.2 The shape of the quality function 27
2.1.2.1 Asymmetrie value funetions 29
2.1.2.2 The quality function in Service quality research 33
2.1.3 Quality funetions for service attributes 36
2.1.4 Tolerance zones in a pricing context 39
2.1.5 The relationship perspective on tolerance zones 44
2.1.6 A model of different types of tolerance zones 47
2.1.7 Asummary of the discussion of tolerance zones and quality funetions 50
2.2 Tolerance zones in their service quality context 51
2.2.1 Comparison Standards in service quality: from expeetations to tolerance zones. 51
2.2.1.1 Comparison Standards 52
2.2.1.2Disconfirmation 56
2.2.1.3 Perceived service Performance 57
2.2.2 The relation between service quality, satisfaction and value 57
2.2.3 A dynamic model of service quality 63
2.2.4 Tolerance zones in the light of the dynamic service quality model 70
3. THE EMPIR1CAL STUDY 72
3.1 Operationah zations of tolerance zones 75
3.2 Core research questions 78
3.3 Research design 82
iv
3.3.1 Restaurants- the empirical setting 82
3.3.2. Sample 83
3.4 Developing the measurement instrument 84
3.4.1 The conjoint task 84
3.4.1.1 Principles of the conjoint-based service quality measurement procedure ....84
3.4.1.2 The detailed conjoint design 89
3.4.2. Direct measurement questions 97
3.4.3 Other questions 98
3.5 Summary 101
4. EMPIRICAL RESULTS 104
4.1 Descriptive statistics of the sample 104
4.2. Tolerance zones on the attribute level - the quality function 108
4.2.1 The shape of the quality function for different attributes 110
4.2.1.1 Customer characteristics and the shape of the quality function 113
4.2.1.2 Cluster analysis of customers based on their utility structure 117
4.2.1.3 Summary of conjoint analysis results on the attribute level 121
4.2.2 Tolerance zones based on direct measurement 122
4.2.2.1 The relation between global and local tolerance zones 126
4.2.2.2 Individual differences in tolerance zones, based on direct measurement... 127
4.2.2.3 Summary of direct measurement findings 128
4.2.3 A comparison and summary of findings on the attribute level 128
4.3 Tolerance zones on the service offering level 129
4.3.1 Conjoint analysis results 129
4.3.1.1 Four clusters on the service offering level 134
4.3.2 A summary of the findings on the service offering level 139
4.4 Evaluation of the focal restaurant 140
4.4.1 The adequate, excellent and normal levels 141
4.4.2 Performance excellence and adequacy gaps 142
4.4.3 The effect of performance excellence and performance adequacy on customer
response 144
4.4.4 Different categories of customer response 149
4.4.4.1 Tolerance zones in relation to satisfaction categories 149
4.4.4.2 Tolerance zones in relation to purchase intentions categories 150
4.5 Summary of the empirical findings 151
5. DISCUSSION 153
5.1 The contribution of the study 153
5.1.1 Empirical contribution 153
5.1.1 Theoretical contribution 155
5.1.2 Methodological contribution 157
V
5.1.2.1 Criticism of the methods 160
5.1.2.2 Criticism of the approach 163
5.2 Discussion of further implications 164
5.2.1 Tolerance zones on different levels 164
5.2.1.1 The attribute level 164
5.2.1.2 The episode level 166
5.2.1.3 The relationship level 169
5.3 Suggestions for future research 175
5.4 Managerial implications 177
REFERENCES 180
APPENDICES 191
Appendix A. Models 191
Appendix B. Figures 193
Appendix C. Tables 205
Appendix D. Results from related studies 223
Appendix E. Questionnaire 228
Appendix F. Methods for studying tolerance zones 235
vi
FIGURES
Figure 1. A simple conceptual model of perceived service quality 15
Figure 2. The quality function and a tolerance zone involving two comparison standards ..17
Figure 3. Woodruff, Cadotte and Jenkins model (1983) 20
Figure 4. Factors affecting the zone of tolerance
(Source: Zeithaml, Berry and Parasuraman, 1991) 24
Figure 5. Nature and determinants of customer expectations of service (Zeithaml,
Parasuraman and Berry, 1991, p.12) 26
Figure 6. Different quality functions 28
Figure 7. The value function according to Kahneman and Tversky s prospect theory
Source: Kahneman Tversky (1979) 29
Figure 8. Different types of attributes represented as quality functions 37
Figure 9. Different options regarding research on reference points 44
Figure 10. The zone of tolerance in a dynamic perspective 45
Figure 11. Different types of tolerance zones 48
Figure 12. Different effects of service performance levels 49
Figure 13. GrOnroos total perceived quality model (1990) 52
Figure 14. Different comparison standards customers use when evaluating service quality
(Liljander and Strandvik 1993b) 53
Figure 15. Different types of disconfirmation measures (Source: Liljander and Strandvik
1993b) 56
Figure 16. A comparison of service quality and customer satisfaction (Strandvik and
Liljander 1994a) 62
Figure 17. A dynamic service quality model (Source: Strandvik and Liljander 1994a and
1995) 64
Figure 18. Different methods to study tolerance zones 74
Figure 19. Direct and indirect methods to measure tolerance zones 75
Figure 20. Different types of tolerance zones based on direct measurement 77
Figure 21. The basic conjoint task 90
Figure 22. An example of cards used in the conjoint analysis 94
Figure 23. An example of the direct measurement scales 98
Figure 24. Variables in the empirical study 102
Figure 25. A comparison of attribute importance derived by two methods 109
Figure 26. Quality function for the food attribute 112
Figure 27. Quality function for the menu attribute 112
Figure 28. Quality function for the servicescape attribute 113
Figure 29. Quality function for the interaction attribute 113
Figure 30. Attribute level utilities for restaurant C 115
Figure 31. A comparison of food utilities between the three restaurants 116
Figure 32. A comparison of interaction utilities between the three restaurants 116
Figure 33. Perceived quality of food levels in different clusters 118
Figure 34. Perceived quality of menu levels in different clusters 119
Figure 35. Perceived quality of servicescape levels in different clusters 120
Figure 36. Perceived quality of interaction levels in different clusters 120
Figure 37. Global and local tolerance zones for food 123
Figure 38. Global and local tolerance zones for menu 123
Figure 39. Global and local tolerance zones for servicescape 124
vii
Figure 40. Global and local tolerance zones for interaction 124
Figure 41. Global tolerance zone for food, based on direct measurement 125
Figure 42. Results of simulations compared to the normal profile. Mean utility for all
respondents 132
Figure 43. Average total utilities for restaurant profiles showing tolerance zones 133
Figure 44. Average utilities for restaurant profiles indicating tolerance zones 134
Figure 45. Perceived utility of the excellent, normal and adequate restaurant
profiles in four clusters 135
Figure 46. Perceived utility of the excellent, normal and adequate restaurant
profiles in four clusters 136
Figure 47. Total utility comparing two restaurant profiles based on simulation 137
Figure 48. Changes in total utilities by improving one attribute 137
Figure 49. Changes in total utilities by weakening one attribute 138
Figure 50. The asymmetric quality function 154
Figure 51. Tolerance zones in a customer relationship 170
Figure 52. A managerial perspective on service superiority and adequacy (Berry and
Parasuramanl991,p.71) 191
Figure 53. Perceived service excellence and perceived service adequacy
(Zeithaml, Berry and Parasuraman 1991, p. 19) 191
Figure 54. Oliver s (1993, p. 80) model of service quality and service satisfaction 192
Figure 55. Olsen s (1992) dynamic view on critical incidents 192
Figure 56. Global tolerance zone for food 193
Figure 57. Global tolerance zone for menu 193
Figure 58. Global tolerance zone for servicescape 194
Figure 59. Global tolerance zone for interaction 194
Figure 60. Local tolerance zone for food 195
Figure 61. Local tolerance zone for menu 195
Figure 62. Local tolerance zone for servicescape 196
Figure 63. Local tolerance zone for interaction 196
Figure 64. Global performance excellence gap for food (direct measurement) 197
Figure 65. Global performance excellence gap for menu (direct measurement) 197
Figure 66. Global performance excellence gap for servicescape (direct measurement) 198
Figure 67. Global performance excellence gap for interaction (direct measurement) 198
Figure 68. Global performance adequacy gap for food (direct measurement) 199
Figure 69. Global performance adequacy gap for menu (direct measurement) 199
Figure 70. Global performance adequacy gap for servicescape (direct measurement) 200
Figure 71. Global performance adequacy gap for interaction (direct measurement) 200
Figure 72. QC - a total quality measure based on conjoint analysis 201
Figure 73. QD 1 - a total quality measure based on direct measurement 201
Figure 74. QD 2 - a total quality measure, including attribute weights, based on direct
measurement 202
Figure 75. V 1 - a service value measure in direct monetary units 202
Figure 76. V 2 - a service value measure in relative monetary units 203
Figure 77. V 3 - a service value measure based on relative monetary units 203
Figure 78. S - a satisfaction measure based on ranking alternative profiles 204
Figure 79. PI - a purchase intention measure based on categorization of alternatives 204
viii
TABLES
Table 1. Description of concepts in the relationship quality model (based on Liljander and
Strandvik 1995) 65
Table 2. Profiles used in the study 95
Table 3. Different card designs based on rotation of the attributes 95
Table 4. Descriptions and definitions of terras used in the empirical study 103
Table 5. A guide to the analyses 104
Table 6. Reason for visit 105
Table 7. Type of decision 106
Table 8. The influence of restaurant advertising? 106
Table 9. First visit at focal restaurant? 106
Table 10. Price paid per person for dinner 107
Table 11. Years since first visit at focal restaurant 107
Table 12. Number of visits the previous year 107
Table 13. Number of other restaurants of same type visited 108
Table 14. Estimated part-worths for attributes 110
Table 15. Mean utilities of attribute levels for different clusters 118
Table 16. Attribute importance (direct evaluation) in different clusters 119
Table 17. Individual differences in quality functions 122
Table 18. Local and global tolerance zones 126
Table 19. Individual differences in local and global tolerance zones 128
Table 20. Experimental profiles 130
Table 21. Mean utilities for different profiles 131
Table 22. Total utilities for profiles including limits 134
Table 23. Performance excellence and performance adequacy 143
Tabfe 24. Response variables concerning the focal restaurant 145
Table 25. The relation between different dependent variables 147
Table 26. Summary of tests for individual differences 149
Table 27. Attribute level utilities across restaurants (conjoint) 205
Table 28. Attribute level utilities across different reasons for visit (conjoint) 205
Table 29. Attribute level utilities across different decision situations (conjoint) 206
Table 30. Attribute level utilities across influence of advertisement (conjoint) 206
Table 31. Attribute level utilities for first visit (conjoint) 206
Table 32. Attribute level utilities for relationship length (conjoint) 207
Table 33. Attribute level utilities for frequency of of visits previous year (conjoint) 207
Table 34. Attribute level utilities for general restaurant experience (conjoint) 208
Table 35. Local tolerance zone for different restaurants (direct) 208
Table 36. Local tolerance zone for different influence categories (direct) 208
Table 37. Local tolerance zone for different reasons for visit (direct) 208
Table 38. Local tolerance zone for different decision situations (direct) 208
Table 39. Local tolerance zone for relationship length (direct) 209
Table 40. Local tolerance zone for frequency of visits (direct) 209
Table 41. Local tolerance zone for general restaurant experience (direct) 209
Table 42. Local tolerance zone for four clusters (direct) 209
Table 43. Local tolerance zone for satisfaction/dissatisfaction (direct) 209
Table 44. Global tolerance zone across restaurants (direct) 210
Table 45. Global tolerance zone for relationship length (direct) 210
Table 46. Global tolerance zone for frequency of visits (direct) 210
ix
Table 47. Global tolerance zone for general restaurant experience (direct) 210
Table 48. Global tolerance zone for four clusters (direct) 210
Table 49. Global tolerance zone for influence (direct) 210
Table 50. Global tolerance zone for reason (direct) 211
Table 51. Global tolerance zone for different decision situations 211
Table 52. Global tolerance zone for satisfaction/dissatisfaction (direct) 211
Table 53. A comparison of local and global tolerance zones 211
Table 54. Price relative to average max price for each profile 212
Table 55. Price relative to focal price for each profile 212
Table 56. Total utilities for each profile 212
Table 57. Correlation coefficients for different response variables 213
Table 58. Response variable QC - independent variables, local and global adequacy and
excellence gaps 213
Table 59. Response variable S (Satisfaction) - independent variables, local and global
adequacy and excellence gaps 214
Table 60. Differences in tolerance zone limit levels - Reason for visit 214
Table 61. Differences in tolerance zone limit levels - Decision 215
Table 62. Differences in tolerance zone limit levels for first visit 215
Table 63. Differences in tolerance zone limit levels for relationship length 216
Table 64. Differences in tolerance zone limits for frequency of visits 216
Table 65. Differences in tolerance zone limits for general restaurant experience 217
Table 66. Differences in tolerance zone limits for four clusters 217
Table 67. Performance excellence and performance adequacy - regression analyses 218
Table 68. Excellent and adequate levels- regression analyses 219
Table 69. Differences according to categorization of focal restaurant (PI) 220
Table 70. Differences according to categorization of focal restaurant 221
Table 71. Differences in tolerance zone limits between satisfied and
dissatisfied customers 221
Table 72. Differences in direct tolerance zones between satisfied and
dissatisfied customers 222
Table 73. Differences in conjoint utilities between satisfied and dissatisfied customers.... 222
|
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| indexdate | 2024-07-09T22:48:07Z |
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| spelling | Strandvik, Tore Verfasser aut Tolerance zones in perceived service quality Tore Strandvik Helsingfors Svenska Handelshögskolan 1994 IX, 241 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Ekonomi och samhälle 58 Helsingfors, Handelshögskolan, Diss., 1994 Toleranz (DE-588)4060355-6 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Servicepolitik (DE-588)4234502-9 gnd rswk-swf Qualitätsmanagement (DE-588)4219057-5 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Verbraucherverhalten (DE-588)4062644-1 s Toleranz (DE-588)4060355-6 s Servicepolitik (DE-588)4234502-9 s Qualitätsmanagement (DE-588)4219057-5 s b DE-604 Ekonomi och samhälle 58 (DE-604)BV000823559 58 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020704828&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Strandvik, Tore Tolerance zones in perceived service quality Ekonomi och samhälle Toleranz (DE-588)4060355-6 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Servicepolitik (DE-588)4234502-9 gnd Qualitätsmanagement (DE-588)4219057-5 gnd |
| subject_GND | (DE-588)4060355-6 (DE-588)4062644-1 (DE-588)4234502-9 (DE-588)4219057-5 (DE-588)4113937-9 |
| title | Tolerance zones in perceived service quality |
| title_auth | Tolerance zones in perceived service quality |
| title_exact_search | Tolerance zones in perceived service quality |
| title_full | Tolerance zones in perceived service quality Tore Strandvik |
| title_fullStr | Tolerance zones in perceived service quality Tore Strandvik |
| title_full_unstemmed | Tolerance zones in perceived service quality Tore Strandvik |
| title_short | Tolerance zones in perceived service quality |
| title_sort | tolerance zones in perceived service quality |
| topic | Toleranz (DE-588)4060355-6 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Servicepolitik (DE-588)4234502-9 gnd Qualitätsmanagement (DE-588)4219057-5 gnd |
| topic_facet | Toleranz Verbraucherverhalten Servicepolitik Qualitätsmanagement Hochschulschrift |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020704828&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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