Understanding and Managing customer Expectations of Service Quality and Service Delivery: An Empirical Analysis from Airline Industry Perspective
Understanding and Managing customer Expectations of Service Quality and Service Delivery: An Empirical Analysis from Airline Industry Perspective
- 주제(키워드) Customer Management
- 발행기관 아주대학교
- 지도교수 송영균
- 발행년도 2008
- 학위수여년월 2008.12
- 학위명 석사
- 학과 및 전공 국제대학원 국제경영학과
- 실제URI http://www.dcollection.net/handler/ajou/000000009935
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
The present study review the determinants of customer expectations of service quality and service delivery discussed in the service marketing literature, incorporate the determinants in a model, and test the model in the context of the turbulent airline industry. This study is a step forward in the continued evolution of the understanding of multiple standards of customer service expectations. By developing a factor model, the present study examine the existence of hypothesized functional and technical dimensions of should and will expectations, and determine the causal relationships between the two types of expectations and the two hypothesized dimensions. A survey of experienced travelers (N = 101) was conducted measuring consumers' post-encounter expectations regarding some well-known carriers services. As expected, should expectations were higher than will expectations with the former exhibiting less variability than the latter. Our second-order factor model also revealed two types of expectations, should and will, and two dimensions, functional and technical, for each type. Given its multidimensional nature, the model of customer service expectations has far-reaching implications in carrying out and interpreting service quality, delivery time and satisfaction research. Based on the findings, the present study recommend that service managers should formulate useful marketing strategies by manipulating should and will expectations simultaneously, and by focusing more on the functional as opposed to the technical dimensions, at least in the airline industry. Keywords: Services; Expectations; Determinants; Factor Model; Functional; Technical; Airline industry
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Abstract iv
Acknowledgements v
Table of contents vii
List of tables ix
List of figures xi
Chapter One: Introduction 1
1.1The statement of the problem 2
1.2 Research Questions 3
1.3 Importance of the study 3
1.4 Delimitations and Limitations of the study 5
1.5 Organization of the Thesis 5
Chapter Two: Conceptual framework 7
2.1. Determinants of service expectations: proposed model 7
2.2. Literature review 9
2.3 Determinants of service quality expectations 11
2.4 Determinants service delivery time expectations 16
2.5 Management of service expectations 16
2.6 Hypotheses 18
Chapter Three: Methodology 19
3. 1 The sample 19
3.2 The survey instrument 21
Chapter Four: Data Analyses 24
4.1. Descriptive statistics 24
4.2. Exploratory factor analysis 26
4.3. Expectations of service delivery time 32
4.4 Confirmatory factor analysis 32
Chapter Five: Major findings and Discussion 36
5.1. Managing service expectations 36
5.2. Managing customer-provider interactions 38
5.3 Managing service time delivery time 40
Chapter Six: Conclusion 41
6.1 Summary of the research 41
6.2 Limitations and suggestions for future research 41
References 43
Appendix 46
Questionnaire46
Results of the analysis 56
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Table1. Determinants of service expectations regarding service quality and delivery time: hypothesized effects 17
Table 2. Demographic characteristics of the sample 20
Table 3 Means and Standard deviations for all variables in the model 24
Table 3.1 Descriptive statistics for Should Functional and Should Technical Expectations 56
Table 3.2 Descriptive statistics for Will Functional and Will Technical Expectations 56
Table 3.3 Descriptive statistics for Internal Sources of Information (ISI) 57
Table 3.4 Descriptive statistics for Internal Sources of Information (ISI) 57
Table 3.5 Descriptive statistics for Values 58
Table 3.6 Descriptive statistics for Involvement 58
Table 3.7 Descriptive statistics for service delivery time 59
Table 3.8 Descriptive statistics for situational influence 59
Table: 4 Factors for all variables in the model 26
Table 4.1 Factor loadings-Rotated Component Matrix-Should Expectations 60
Table 4.2 Total Variance Explained _should Expectations 62
Table 4.3 Factor loadings_ Rotated Component Matrix _will Expectations 62
Table 4.4 Total Variance Explained _Will Expectations 64
Table 4.5 Factor loadings_ Rotated Component Matrix_(ISI) 64
Table 4.6 Total Variance Explained_ Internal Sources of Information (ISI) 66
Table 4.7 Factor Loadings _Rotated Component Matrix_ESI 66
Table 4.8 Total Variance Explained_ External Sources of Information (ESI) 68
Table 4.9 Factor Loadings _Values _Rotated Component Matrix 66
Table 4.10 Total Variance Explained_ Values 67
Table 4.11 Factor Loadings _Involvement _Rotated Component Matrix 71
Table 4.12 Total Variance Explained_ Involvement 72
Table 4.13 Factor Loadings _Service delivery time _Rotated Component Matrix 73
Table 4.14 Total Variance Explained_ Service delivery time 75
Table 4.15 Factor Loadings _Situational Influence 75
Table 4.16 Total Variance Explained_ Situational Influences 76
Table 4.17 Reliability Statistics _Should functional 77
Table 4.18 Reliability Statistics _Should Technical 77
Table 4.19 Reliability Statistics _will Functional 77
Table 4.20 Reliability Statistics _Will technical 77
Table 4.21 Reliability Statistics _Effort 77
Table 4.22 Reliability Statistics_Satisfaction with the airline 77
Table 4.23 Reliability Statistics _Easy and vividness of recall 78
Table 4.24 Reliability Statistics_Word of mouth 78
Table 4.25 Reliability Statistics_ Implicit promises 78
Table 4.26 Reliability Statistics_Explicit promises 78
Table 4.27 Reliability Statistics_Third parties 78
Table 4.28 Reliability Statistics_ values 78
Table 4.29 Reliability Statistics _Risk consequences /Importance 78
Table 4.30 Reliability Statistics _Perceived risk 79
Table 4.31 Reliability Statistics _Pleasure / sign 79
Table 4.32 Reliability Statistics word- of- mouth 79
Table 4.33 Reliability Statistics _explicit promises 79
Table 4.34 Reliability Statistics _Past experiences 79
Table 4.35 Reliability Statistics _Situational influences 79
Table 5 Maximum Likelihood coefficients of the structural model 34
Table 5.1 CFA _should technical 81
Table 5.2 CFA _should Functional 81
Table 5.3 CFA _Will technical 81
Table 5.4 CFA _Will Functional 82
Table 5.5 Over all goodness of fit of the model 82
목차
Fig: 1 Determinants of should and will service expectations considering the dimensions of service quality (Conceptual framework 8
Fig: 2 Antecedents of the service delivery time expectations 9
Fig: 3 Determinants of should and will service expectations (CFA Model) 33
