Part one: Service Quality in the eyes of the customer

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Presentation transcript:

Part one: Service Quality in the eyes of the customer Relationship quality and Researching service quality 7. 5.2012 1

Articles for this lecture Holmlund, M (2008) A defintion, model, and empirical analysis of business-to-business relationship quality, International Journal of Service Industry Management, vol. 19, no 1. Gummesson, E. (2008) Quality, service-dominant logic and many-to-many marketing, The TQM Journal, vol 20, no 2, p.143-153.

What is a customer relationship? (Holmlund 1997) Sequence Sequence Episode Episode Episode i A A A A A A A A A=Act

Phases of a customer relationship Relationship ending (switching behavior or withdrawing from the market) Acquisition Maintenance (customer loyalty)

Relationship quality “Joint cognitive evaluation of business interactions by significiant individuals in both firms in the dyad. The evaluation encompasses a comparison of experienced with desired, potential, usual or previous interactions which constitute comparison standards” The difference of RQ from SQ is that RQ is dyadic meaning that both companies, not merely the customer, are significiant for quality perceptions in their relationship, and that several persons represent the business relationship.

The Perceived Relationship Model (Holmlund 2008)

Content of quality dimensions and domains in the dyad Process domain Outcome domain Technical dimension Design Production Inventory Delivery Recovery Social dimension Appeal Trust Acquientance Respect Congeniality Pleasure Economic dimension Pricing Costing Productivity Technical outcome Reliability Innovation Conformance Aesthetics Endurability Social outcome Appeal (individual level) Trust (individual level) Acquintance (individual level) Respect (individual level) Congeniality (individual level) Pleasure (individual level) Inter-firm cohesion (company level) Attraction (company level) Trust (company level) Economic outcome Competitive price level (benefit) Volume (benefit) Profit margin (benefit) Productivity enhancement (benefit) Latent relationship rewards (benefit) Direct relatinship costs (cost) Indirect relationship costs (cost) Latent relationship costs (cost)

Thank you for your attention Loooking forward for the next lecture