期望服務與服務績效影響服務品質評量之研究

翁崇雄

doi:10.6226/NTURM1998.9.1.153

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来源数据

P153 - 176

基础与应用科学 > 资讯科学
基础与应用科学 > 统计
社会科学 > 经济学
社会科学 > 财金及会计学
社会科学 > 管理学

DOI： 10.6226/NTUMR

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期望服务与服务绩效影响服务品质评量之研究

A Study of the Influence of Expected Service and Service Performance on Service Quality Evaluation

翁崇雄(Chorng-Shyong Ong)

台大管理论丛； 9 卷 1 期 (1998 / 12 / 01) ， P153 - 176

繁体中文 DOI： 10.6226/NTURM1998.9.1.153

期望服务；服务绩效；服务品质； expected service ； service performance ； service quality

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摘要 │ 参考文献 (47) │ 被引用文献 (1) │ 国际计量

摘要〈TOP〉

并列摘要〈TOP〉

The research of PZB (1985, 1988), Olshavsky & Miller (1972), Anderson (1973) and Cronin & Taylor (1992) has shown that considerable controversy exists regarding the relationship between expected service, service performance and service quality. In this study, a review of the literature is used to produce a list of the characteristics of a positive consistency of performance and service quality. The most obvious contradiction and conflict is between consumer expectations and service quality. However, the literature also shows that a disconfirmation of an expectancy produces an unfavorable service evaluation. A disconfirmation of an expectancy may be due to a lack of consistency between a company's promotional strategy and its performance. Advertising strategy has a major impact on consumer expectations. It is therefore very important from the point of view of formulating advertising strategy that the relationship between expected service and service performance be clarified. In this study an attempt has been made to classify expected service and service performance into three levels-high, medium and low, and to consider what the effects are on evaluation of service quality by consumers with differing expected service levels, on the basis of different levels of service performance. The following conclusions have been drawn:
1. When the service performance level of a company or organization is rather poor, those consumers with relatively low expected service levels will have a relatively high evaluation of that company or organization's service quality. Therefore, when a company or organization's service performance level is average or slightly low, that company or organization should employ a more conservative promotional strategy, so as to obtain a higher service quality evaluation from consumers.
2. When the service performance level of a company or organization is good, those consumers with relatively high expected service levels with have a relatively high evaluation of that company or organization's service quality. Therefore, when a company or organization's service performance level is higher than that of most other companies or organizations in the same sector, that company or organization should employ a more exaggerated promotional strategy, so as to obtain an even higher service quality evaluation from consumers.

参考文献 ( 47 ) 〈TOP〉

Anderson, Rolph E.(1973).Consumer Dissatisfaction: The Effect of Disconfirmed Expectancy on Perceived Product Performance.Journal of Marketing Research,10
Berry, L. L., Zeithaml, V. A., Parasuraman, A.(1990).Five imperatives for improving service quality.Sloan Management Review,31(4)
Bolton, Ruth N., Drew, James H.(1991).A Multistage Model of Customers' Assessments of Service Quality and Value.Journal of Consumer Research,17(March)
Cardozo, Richard N.(1965).An Experimental Study of Customer Effort, Expectation and Satisfaction.Journal of Marketing Research,24
Carlsmith, J. Merrill, Aronson, Elliot(1963).Some Hedonic Consequences of the Confirmation and Disconfirmation of Expectancies.Journal of Abnormal and Social Psychology,66

被引用文献 ( 1 ) 〈TOP〉

黄柏薰(2021)。自助式共享电动机车服务失误对移转行为之影响分析。中兴大学行销学系所学位论文。2021。1-87。

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