The impact of technology on the quality-value-loyalty chain: A research agenda Authors
Cite this article as: Parasuraman, A. & Grewal, D. J. of the Acad. Mark. Sci. (2000) 28: 168. doi:10.1177/0092070300281015 Abstract
In this article, the authors first propose a simple model summarizing the key drivers of customer loyalty. Then, on the basis of this model and drawing on key insights from the preceding articles in this issue, they outline a set of issues for further research related to the quality-value-loyalty chain. Next, the authors develop a conceptual framework that integrates the quality-value-loyalty chain with the “pyramid model,” which emphasizes the increasing importance of technology-customer, technology-employee, and technology-company linkages in serving customers. Using this integrated framework as a spring-board, they identify a number of avenues for additional inquiry pertaining to the three types of linkages.
A. Parasuraman (D.B.A, Indiana University) is a professor and holder of the James W. McLamore Chair in Marketing at the University of Miami. He teaches and does research in services marketing, service-quality measurement, and the role of technology in marketing to and serving customers. He has received many distinguished teaching and research awards, including, most recently, the “Career Contributions to the Services Discipline Award” given by the American Marketing Association's (AMA) SERVSIG. He has written numerous articles in journals such as the Journal of Marketing, the Journal of Marketing Research, the Journal of Retailing, and Sloan Management Review. He is the author of a marketing research text and coauthor of two books on service quality and services marketing. In addition to being the editor of the Journal of the Academy of Marketing Science (JAMS), he serves on the editorial review boards of five other journals. Dhruv Grewal (Ph.D., Virginia Tech) is Interim-Chair and a professor of marketing at the University of Miami. He has published more than 40 articles in journals such as the Journal of Marketing, the Journal of Consumer Research, the Journal of Marketing Research, the Journal of the Academy of Marketing Science, and the Journal of Retailing. His research interests focus on retailing, pricing, international marketing, and consumer behavior issues. He currently serves on the editorial review boards of the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Retailing, and the Journal of Public Policy & Marketing. He has won awards for both his teaching and research. He has coedited a special issue of the Journal of Public Policy & Marketing and of the Journal of Retailing. He was recently elected to the AMA Academic Council—VP Research and Conferences (1999–2001). He is currently writing a book on Marketing Research (publisher: Houghton Mifflin).