Abstract
To establish enduring and profitable relationships with their client base, service firms generally aim to differentiate their offering on the basis of service quality, a rather elusive concept. As a result of an active stream of research in the area of service and relationship marketing, the issue of measuring Service Quality has been widely debated in the literature. Two main scales have been developed and critisised in the last few years, SERVQUAL and SERVPERF. Two weighted versions of these two scales have also been used. This study attempts to identify which one of these four alternatives would be best suited for the purpose of Australian Advertising agencies. The weighted SERVPERF was found to be the best overall predictor of service Quality. Limitations and suggestions for further research are presented in the conclusion of the paper.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
AMR:Quantum. Advertising Agency Image Survey General Report, Sydney, September 1993.
Berry, L. and Parasuraman, A.(1993) "Prescriptions for a service Quality Revolution in America", Organizational Dynamics; pp5-15.
Bitner, M.J. (1990), "Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses", Journal of Marketing, Vol. 54; pp. 69-82.
Brown, S.W. and T.A. Swartz (1989), "A Gap Analysis of Professional Service Quality", Journal of Marketing, Vol. 53, April; pp. 92-98.
Carman, J.M. (1990), "Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions", Journal of Retailing, Vol. 66 No. 1, Spring; pp. 33-55.
Castleberry, S.B. and McIntyre F.S. (1993), "Consumers' Quality Evaluation Process", Journal of Applied Business Research, Vol. 8 No. 3; pp. 74-82.
Christopher, M.J, Payne, A. and Ballantyne D. Relationship Marketing: bringing quality, customer service and marketing together. Butterworth-Heineman, Oxford, Boston. 1991. Chap 1, pp 4, 5 and 31.
Churchill, G.A., Jr.(1979)" A Paradigm for Developing better Measures of Marketing Constructs", Journal of Marketing research, Vol. 16; pp.64-73
Cronin J.J. and S.A. Taylor (1992), "Measuring Service Quality: A Reexamination and Extension", Journal of Marketing, Vol. 56, July; pp. 55-68.
Davidow W.H., Marketing High Technology, The Free Press. 1986. p 172
Fox, C.(1994) "Pressure grows as new clients dry up", The Australian Financial Review, 26 April; p 45.
Gujarati, D.N., Basic econometrics, 2nd edit. McGraw-Hill, New York, 1988.
Harmon, H.H. Modern Factor Analysis, 3rd edition, The University of Chicago Press, Chicago, 1976.
Lewis, R.C., Hospitality Marketing: The Internal Approach, The Cornell H.R.A. Quaterly, Nov. 1989, p 44.
Oliver, R.L. (1980), "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing Research, Vol. 27, November; pp. 460-469.
Parasuraman, A., Zeithaml, V.A. and L.L. Berry (1985), "A Conceptual Model of Service Quality and Its Implications for Future Research", Journal of Marketing, Vol. 49, Fall; pp. 41-50.
Parasuraman, A., Zeithaml, V.A. and L.L. Berry(1988), "SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality", Journal of Retailing, Vol. 64 No. 1, pp. 12-40.
Parasuraman, A., Zeithaml, V.A. and L.L. Berry(1994), "Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research", Journal of Marketing, Vol. 58, January; pp. 111-124.
Rathmell, J.M. (1966) " What is meant by Services?" Journal of Marketing, Vol.30:pp 32-36.
Shoebridge, N. (1993), "The writing is on the billboard for ad agencies", Bus. Rev.Weekly, Nov. 19; pp. 48-52.
Teas, R.K. (1993), "Expectations, Performance Evaluation, and Consumers' Perceptions of Quality", Journal of Marketing, Vol. 57, October; pp. 18-34.
Theil,H. (1978) Introduction to Econometrics, Prentice Hall Inc, Edgewood Cliffs, N.J.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Quester, P.G., Romaniuk, S., Wilkinson, J.W. (2015). A Test of Four Service Quality Measurement Scales: The Case of the Australian Advertising Industry. In: Grant, K., Walker, I. (eds) Proceedings of the 1995 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17311-5_54
Download citation
DOI: https://doi.org/10.1007/978-3-319-17311-5_54
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17310-8
Online ISBN: 978-3-319-17311-5
eBook Packages: Business and EconomicsBusiness and Management (R0)