A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions

Abstract

Relying on a Bayesian-like framework, the authors develop a behavioral process model of perceived service quality. Perceptions of the dimensions of service quality are viewed to be a function of a customer's prior expectations of what will and what should transpire during a service encounter, as well as the customer's most recent contact with the service delivery system. These perceptions of quality dimensions form the basis for a person's overall quality perception, which in turn predicts the person's intended behaviors. The authors first test this model with data from a longitudinal laboratory experiment. Then they develop a method for estimating the model with one-time survey data, and reestimate the model using such data collected in a field study. Empirical findings from the two tests of the model indicate, among other things, that the two different types of expectations have opposing effects on perceptions of service quality and that service quality perceptions positively affect intended behaviors.

Modeling Educational Quality and Student Loyalty: A Quantitative Approach Based on the Theory of Information Cascades

“…A study by Boulding et al (1993) supports an assumption of this study in that service quality is relevant for customer loyalty in an educational context. Boulding et al (1993) report that the overall quality of an educational institution has a positive and significant impact on students' perceptions and attitudes, but they do not, however, provide deeper viewpoints into the structure or strength of the relationship between the quality and loyalty. In order to explore critical insights about the influence of perceived quality, this study decomposes perceived quality into two separate dimensions -namely, perceived QTS and QAS.…”

‘Consumers’ Evaluation of Unethical Marketing Behaviors: The Role of Customer Commitment’

“…Marketers need to better understand not only how expectations influence the overall evaluation but also understand at which stage(s) of this model are expectations most important. Research has identified various types of expectations (Boulding et al, 1993). The present study does not delineate between the various types, however, they may influence an evaluation differently; nor does the current study measure confirmation of expectations which has been shown to influence satisfaction formation (see Oliver, 1997).…”

Managing passenger behavioral intention: an integrated framework for service quality, satisfaction, perceived value, and switching barriers

“…Hence, confusion arises when researchers regard the use of both service quality and satisfaction in their models. In order to distinguish between service quality and satisfaction, Boulding et al (1993) indicated that service quality conceptualizes on an ''ideal'' or ''should'' expectation, while satisfaction concept is based on a ''desired'' or ''will'' expectation. Furthermore, emerging conceptual and operational definitions make the distinction clearer: service quality assessments emphasize the relatively specific dimensions, whereas satisfaction evaluations have a broader range of dimensions, and require customer experience (Oliver 1993;Parasuraman et al 1988).…”