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The augmented service offering for perceived and actual service quality

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Abstract

Although the augmented service offering model is a popular descriptive paradigm in marketing, little research has been done to empirically test its relationships with service quality in the service industries. The augmented service offering includes the core services and peripheral services offered by the firm, the service delivery system used to deliver these services, and the related promotional communications with customers. The present research investigates the relationships between these elements of the augmented service offering on one hand, and both measures of actual objective service quality and customerperceived service quality on the other. In general, the results imply the importance of a consumer behavior focus for managing, modeling, or doing research on the augmented service offering. The results also strongly support contingency theory, in that augmented service dynamics and managerial recommendations depend on whether objective service quality or customer-perceived service quality is being considered.

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Authors and Affiliations

  1. the College of Business Administration at the University of Arkansas, USA

    John Ozment

  2. Michigan State University, USA

    Edward A. Morash

Authors
  1. John Ozment
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  2. Edward A. Morash
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Additional information

He received B.S., B.A., and M.B.A. degrees from the University of Tulsa and his Ph.D. from the University of Minnesota (1984). His articles have appeared in such publications as theEuropean Journal of Marketing, International Journal of Physical Distribution and Materials Management, Journal of the Transportation Research Forum, andTransportation Practitioners’ Journal. His research interests include the behavior of costs and revenues in the airline and railroad industries and the marketing of services.

He holds a B.A. in economics from Northeastern University and M.B.A. and doctorate degrees from the University of Maryland. In addition to his academic career, Morash has worked for the U.S. Department of Transportation and has held a number of positions in industry. He has published extensively in journals such as theTransportation Journal, Land Economics, theLogistics and Transportation Review, theJournal of Business Logistics, Transportation Quarterly, theJournal of Economics and Business, andABACUS. His current research interests include transportation and logistics, channels of distribution, customer service, services marketing, and industrial organization.

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Ozment, J., Morash, E.A. The augmented service offering for perceived and actual service quality. JAMS 22, 352–363 (1994). https://doi.org/10.1177/0092070394224004

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