Measuring perceived service quality using integrated conjoint experiments

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractProposes the use of integrated conjoint experiments to measure perceived service quality. It also demonstrates the process of modelling the hierarchical relations between operationally defined service attributes, strategically relevant service dimensions, and overall preference for banks or banking products. The proposed method, which is based on hierarchical information integration theory, avoids some of the limitations and problems of SERVQUAL and traditional conjoint analysis. The approach is demonstrated with an application to retail banks involving four service dimensions and 28 attributes. Conclusions are drawn about which dimensions and attribute changes will yield the strongest improvements in a bank's utility and competitive position. The paper ends with a discussion of topics for further research.The authors would like to acknowledge the assistance of Henk Bremer and Jan A. Linde during the data collection and analysis. Downloaded by University of Reading At 05:48 22 December 2014 (PT) [ 169 ]Harmen Oppewal and Marco Vriens Measuring perceived service quality using integrated conjoint experiments

Customer satisfaction management in Italian banks

“…First-level drivers represent the different dimensions of the offer from a bank, while second-level drivers represent the attributes characterising each of these dimensions (Arbore and Busacca, 2009). For example, the so-called overall satisfaction is conditioned by first-level drivers such as the functional quality of the core services proposed by the bank (Blanchard and Galloway, 1994;Levesque and McDougall, 1996;Winstanley, 1997;Naser, 2002, 2003;Jones, 2004;Ndubisi, 2006); the quality of the relationship with the client (Levesque and McDougall, 1996;Johnston, 1997;Winstanley, 1997;Lassar et al, 2000;Oppewal and Vriens, 2000;Naser, 2002, 2003;Jones, 2004;Ndubisi, 2006;Manrai and Manrai, 2007); the ability to predict and solve problems and conflict (Levesque and McDougall, 1996;Ndubisi, 2006;Manrai and Manrai, 2007); the proposed and perceived pricing (Levesque and McDougall, 1996;Winstanley, 1997;Varki and Colgate, 2001;Matzler et al, 2006); the ease and comfort of access to distribution channels (Oppewal and Vriens, 2000;Manrai and Manrai, 2007); the layout and equipment of the branches (Johnston, 1997;Oppewal and Vriens, 2000;Jones, 2004;Manrai and Manrai, 2007) and, finally, the reputation (Jacoby and Kyner, 1973;Oliver and Winer, 1987;Arbore and Busacca, 2009). Figure 1 shows some attributes for each dimension studied in literature.…”

“…Regarding retail banking, for example, some authors emphasize the existence of a positive relationship between customer satisfaction and some tangible factors, such as the layout of the branch, the size and furnishing of customer areas and staff clothing (Levesque and McDougall, 1996;Naser, 2002, 2003), while other studies show an insignificant relationship (Wakefield and Blodgett, 1999;Oppewal and Vriens, 2000;Jones, 2004).…”

The importance of apparel product attributes for female buyers

“…< 0,000 < 0,000 < 0,000 < 0,000 < 0,000 < 0,000 (Oppewal & Vriens, 2000). The following three steps were followed in the execution of the conjoint analysis: firstly, the attributes were determined, secondly, the attribute levels were assigned, and thirdly, the scenarios (profiles of attributes) to present to the respondents were compiled (Van der Pol & Rayn, 1996).…”

The importance of perceived service quality in banking loyalty for large business customers

“…Bahia and Nantel (2000) and Oppewal and Vriens (2000), proposed alternative models of perceived service quality in traditional banks.…”