Outcomes of service encounter quality in a business-to-business context

Presenter: CaineChenInstructor: Dr. Pi-Ying Teresa HsuDate: Nov.10,2014

research writing and publishing

Citation

❖ Jayawardhena C., Souchon L. A., Farrel M. A., ＆ Glanville K., (2007). Outcomes of service encounter quality in a business-to business context. Industrial Marketing Management, 36, 578-588.

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Content

❖Introduction❖Literature Review❖Method❖Result❖Suggestion❖Limitation❖Reflection

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❖Within the service quality domain … service quality occurs in the service encounter …when the customer interacts with the firm.

IntroductionBackground

(Bitner, Booms & Mohr, 1994)

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❖service encounter quality in a business-to-business context tends to be both overlooked at the managerial level and under-researched academically.

(Bitran & Lojo, 1993)

IntroductionPurpose of the study

❖to develop a psychometrically sound measure of face-to face, interpersonal service encounter quality in the context of business-to-business exchanges

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❖to empirically examine the consequences of face-to-face, interpersonal service encounter quality, again within the context of business-to-business exchanges

Literature Review

❖the literature…on the consumer sector..

service encounter

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❖input from employees as well as customers with regards to what constitutes a high quality service encounter..

Literature Review

❖identified…tangibles, reliability, responsiveness, assurance and empathy….

service quality

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❖perception-only measure as been more psychometrically robust….

Literature Review

❖is an emotive post-consumption evaluation of the service performance

customer satisfaction

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❖is generally conceptualized…attitudinal judgment abut purchase….

Literature Review

organization

employee

loyalty

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❖focus on repeat purchase behavior ….undivided loyalty, divided loyalty, unstable loyalty, no loyalty

❖address this ,loyalty to service organizations remain.…loyalty to the employee, loyalty to the organization..

Hypotheses(1)

❖H1: Service encounter quality perceptions will be positively related to overall service quality evaluations.

❖H2: Service encounter quality perceptions will be positively related to customer satisfaction.

❖H3: Customer satisfaction be positively related to overall service quality perceptions.

Hypotheses(2)

❖H4: Overall service quality be positively related to loyalty to the organization.

❖H5: Customer satisfaction be positively related to loyalty to the employee.

❖H6: Loyalty to the employee be positively related to loyalty to the organization.

organization

employee

H1

H2H3

H4

H5

H6

Hypotheses conceptualization

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MethodSample

❖The project .. by a private safety inspection organization in New Zealand. A database consisting of 50 service providers and 778 customers … Each service provider had between 10 and 20 customers

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Method

36%

6%

58%

Procedures

❖A total of 329 questionnaires were returned, ….response rate of 36%.. t-tests..5% level..lack of non-response bias

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❖Questionnaires were mailed out .. sent to non-respondents two weeks..

❖Respondents ..94% male , age 46 …firms… established for 33 years

Method Measures usedQuestionnaire

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During your most recent encounter with a XYZ contact person, you found them to:

- show familiarity to you during the service encounter

(SEQ34, .918)

Friendliness

MethodAnalysis

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organization

employee

ResultsMethod

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Discussion and Suggestion

❖Service encounter quality as perceived by customers in a business-to-business context is defined by four dimensions:

professionalism, civility, friendliness, and competence

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❖the research suggests:

Discussion and Suggestion

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customers perceive service

customer satisfaction and service quality

organizations loyalty

Limitations and Reflection

❖ This research was conducted in a single industry. While this has the obvious benefits of controlling for cross-industry variation….

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Financial encounter service

Thank you

research writing and publishing

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