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If a service quality measurement questionnaire is applied across the key stages of the customer relationship lifecycle, would the results provide an insight into current deficiencies with existing service quality measurement tools?
Riley, Kevin
Riley, Kevin
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2012-11
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Abstract
Over the last three decades, researchers have been attempting to understand the dimensions
associated with Service Quality and Customer Satisfaction. A conclusion is being drawn that
improved Service Quality leads to greater customer retention and market share, therefore
there are rich rewards for any service company that can adopt a strategic Customer Service
philosophy in a cost effective manner. Many constructs have been developed in an attempt to
derive a measure of Customer Satisfaction, but none to date have demonstrated a universal
approach capable of coping with the nuances of all service typologies. As the goal of improved Customer Satisfaction is to increase customer engagements and therefore profit for the adopting company, this dissertation deploys a Service Quality Measurement instrument across the stages of the Customer Relationship Lifecycle. There are few academic examples of research instruments being deployed in this manner however; many of the existing constructs contain elements of this conceptual model. The research evaluates whether the stages of the Customer Relationship Lifecycle should be
the starting point for service providers to build their own Service Quality customer surveys. It
examines whether this process is an appropriate construct for service providers to evaluate
how to capture customers, and then build the relationship through to successful and hopefully
repeat transactions. The researcher goes on to examine the data captured to establish whether there are issues associated with the profile of the customer which would influence the results of a Customer Satisfaction Survey and consequently provide insight as to potential reasons why existing Service Quality questionnaire constructs produce inconsistencies. Finally, consideration is given to development of this conceptual model and its potential for understanding how Service Quality is influenced by different Service Typologies.
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University of Chester
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Thesis or dissertation
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en