Table Of ContentService Quality: New
Directions in Theory
and Practice
Roland T Rust
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FOUNDATIONS FOR ORGANIZATIONAL SCIENCE
A Sage Publications Series
Series Editor
David Whetten,Brigham Young University
Editors
Anne S.Huff,University ofColorado and Cranfield University (UK)
Benjamin Schneider,University ofMaryland
M.Susan Taylor,University ofMaryland
The FOUNDATIONS FOR ORGANIZATIONAL SCIENCE series supports the development ofstudents,faculty,
and prospective organizational science professionals through the publication oftexts authored by leading orga-
nizational scientists.Each volume provides a highly personal,hands-on introduction to a core topic or theory and
challenges the reader to explore promising avenues for future theory development and empirical application.
Books in This Series
PUBLISHING IN THE ORGANIZATIONAL SCIENCES,2nd Edition
Edited by L.L.Cummings and Peter J.Frost
SENSEMAKING IN ORGANIZATIONS
Karl E.Weick
INSTITUTIONS AND ORGANIZATIONS
W.Richard Scott
RHYTHMS OF ACADEMIC LIFE
Peter J.Frost and M.Susan Taylor
RESEARCHERS HOOKED ON TEACHING:
Noted Scholars Discuss the Synergies ofTeaching and Research
Rae André‚ and Peter J.Frost
THE PSYCHOLOGY OF DECISION MAKING:People in Organizations
Lee Roy Beach
ORGANIZATIONAL JUSTICE AND HUMAN RESOURCE MANAGEMENT
Robert Folger and Russell Cropanzano
RECRUITING EMPLOYEES:Individual and Organizational Perspectives
Alison E.Barber
ATTITUDES IN AND AROUND ORGANIZATIONS
Arthur P.Brief
IDENTITY IN ORGANIZATIONS:Building Theory Through Conversations
Edited by David Whetten and Paul Godfrey
PERSONNEL SELECTION:A Theoretical Approach
Neal Schmitt and David Chan
BUILDING STRATEGY FROM THE MIDDLE:Reconceptualizing Strategy Process
Steven W.Floyd and Bill Wooldridge
MISSING ORGANIZATIONAL LINKAGES:Tools for Cross-Level Research
Paul S.Goodman
THE CONTINGENCY THEORY OF ORGANIZATIONS
Lex Donaldson
ORGANIZATIONAL STRESS:A Review and Critique ofTheory,Research,and Applications
Cary L.Cooper,Philip J.Dewe,and Michael P.O’Driscoll
INSTITUTIONS AND ORGANIZATIONS,Second Edition
W.Richard Scott
ORGANIZATIONAL CULTURE:Mapping the Terrain
Joanne Martin
PERSONALITY IN WORK ORGANIZATIONS
Lawrence R.James and Michelle D.Mazerolle
CAREERS IN AND OUT OF ORGANIZATIONS
Douglas T.Hall
ORGANIZATION CHANGE:Theory and Practice
W.Warner Burke
COMPENSATION:Theory,Evidence,and Strategic Implication
Barry Gerhart and Sara L.Rynes
SERVICE QUALITY:Research Perspectives
Benjamin Schneider and Susan S.White
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Copyright © 2004 by Sage Publications,Inc.
All rights reserved.No part ofthis book may be reproduced or utilized in any form or
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Library ofCongress Cataloging-in-Publication Data
Schneider,Benjamin,1938-
Service quality:Research perspectives / Benjamin Schneider,
Susan S.White.
p.cm.— (Foundations for organizational science)
Includes bibliographical references and index.
ISBN 0-7619-2146-X (Cloth) — ISBN 0-7619-2147-8 (Pbk.)
1. Customer services—Quality control—Research.2. Customer
services—Management—Research.3. Consumer satisfaction—Research.I. White,
Susan S.II.Title.III.Series.
HF5415.5.S338 2004
658.8′12—dc21 2003014201
This book is printed on acid-free paper.
03 04 05 06 07 10 9 8 7 6 5 4 3 2 1
Acquisitions Editor: Al Bruckner
Editorial Assistant: MaryAnn Vail
Production Editor: Diane S.Foster
Copy Editor: Stacey Shimizu
Typesetter: C&M Digitals (P) Ltd.
Proofreader: Olivia Weber
Indexer: Molly Hall
Cover Designer: Michelle Lee Kenny
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Contents
Introduction to the Series xi
David A. Whetten
Acknowledgments xiii
1. Introducing Service Quality 1
Approach ofthe Book 2
What Are Services? 4
What Is Quality? 9
Why Is the Study ofService Quality Important? 11
Overview ofthe Rest ofthe Book 23
Notes 25
References 25
2. Conceptualization and Measurement ofService
Quality:Marketing Perspectives 29
Dimensions ofService Quality 30
Gap Models and the Role ofExpectations in Service Quality 40
Overall Service Quality 45
Service Quality and Customer Satisfaction 51
Survey Development:An Intregrated Perspective 53
Conclusions 60
Notes 61
References 62
3. Service Operations and the Presence ofthe Customer 65
The Customer-Contact Model ofService Delivery 67
Classification ofServices by Lovelock 71
Potential Benefits ofCustomer Coproduction 74
Managing Variability Through a Focus on the Customer 76
Reducing Variability Through a Focus on the Facility 79
Linking Operational Procedures to Service
Quality and Profits,Too 80
Revenue Management 85
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Conclusion 86
Notes 88
References 88
4. Service Climate 91
Defining Climate 92
Climate for Service 100
Linkage Research 107
Creating a Service Climate 117
Conclusion 132
Notes 133
References 134
5. Where Are We and Where Do We Go From Here? 139
How Customers and Service Are Viewed
in the Different Fields 140
Integrated Approaches From Service Management 142
Introducing Service Quality Into HRM/OB 152
Conclusion:Future Research Agenda 161
Notes 171
References 172
Author Index 177
Subject Index 181
About the Authors 185
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List of Tables
Table 1.1 Percentage Breakdown ofU.S.Gross
Domestic Product (GDP) by Industry 15
Table 2.1 SERVQUAL Dimensions and Definitions 32
Table 2.2 Grönroos’s Dimensions ofPerceived Service Quality 34
Table 2.3 Gummesson’s Typology ofService Dimensions 37
Table 3.1 Classification ofService Systems
Based on Customer Contact 69
Table 3.2 OM Characteristics ofHigh-Contact
Services—Some Propositions 70
Table 3.3 Understanding the Nature ofthe Service Act 72
Table 4.1 Service Climate Dimensions 102
Table 4.2 Service Climate Dimensions and Sample
Items Like Those Used in Schneider et al.(1998) 104
Table 4.3 Service Climate Dimensions and Sample Items
Adapted From SERV*OR (Lytle et al.,1998,pp.484–486) 105
Table 4.4 Global Service Climate Items Like Those
Used in Schneider et al.(1998) 106
Table 4.5 Relationships Between Employee and
Customer Data Over Time 113
Table 4.6 Dimensions for a Measure ofInternal Service 122
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Table 4.7 Sample Items Comprising a Measure ofInternal
Service Like Those Used in Schneider et al.(1998) 123
Table 4.8 Employee Reports on Customer Expectations ofThem 127
Table 5.1 What Marketing Should Do When There Is Simultaneous
Production and Consumption ofServices 150
Table 5.2 Sample Questions 153
Table 5.3 Revised Sample Questions 154
Table 5.4 Contrasts in Three Different Components ofthe HPO
Approach to Managing Organizations 159
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List of Figures
Figure 1.1 The Service Profit Chain 18
Figure 1.2 Relationships Among Internal Functioning
Variables and Service Quality 19
Figure 2.1 Portion ofModel Presented in
Cronin and Taylor (1992,p.58) 47
Figure 2.2 Portion ofModel from Dabholkar et al.(1996,p.6) 48
Figure 4.1 Reciprocal Employee-Customer Relationships 115
Figure 4.2 Model Linking Foundation Issues,Service
Climate,and Customer Perceptions 121
Figure 5.1 The Service Profit Chain 144
Figure 5.2 Loveman’s (1998) Service Profit Chain 146
Figure 5.3 A Framework for Research That Simultaneously
Considers Employee Issues,Organizational Issues,
Customer Satisfaction,and Sales (Schneider et al.,2002) 167
