International Journal on Customer Relations

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

A Study on the Influence of Triggers on Perceived Service Quality


Affiliations
1 Rajagiri Centre for Business Studies, Kochi, Kerala, India
2 School of Management Studies, Cochin University of Science and Technology, Kochi, Kerala, India
     

   Subscribe/Renew Journal


During their relationship with a service provider, consumers experience triggers which sensitise them to view their relationship with their service provider more critically. This paper examines the influence of triggers on service quality dimensions in the retail banking context. The sample consists of 385 retail banking customers from Kerala. Five dimensions of service quality which customers perceive as important in the contemporary retail banking scenario were identified as part of a larger study conducted earlier. As part of this study, a scale was developed to measure customers' likelihood of considering switching their bank due to triggers. The results of the study showed that the three types of triggers had different influences on service quality dimensions. The results of the study also showed that higher the trigger, lower the perception of the service quality dimensions.

Keywords

Retail Banking, Triggers, Service Quality.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Angur, M. G., Nataraajan, R., & Jaheera, J. S. (1999). Service quality in the banking industry: an assessment in a developing economy. International Journal of Bank Marketing, 13(3), 116-123.

  • Bahia, K., & Nantel, J. (2000). A reliable and valid measurement scale for the perceived service quality of banks. The International Journal of Bank Marketing, 18(2), 84-92.

  • Bennett, D., & Higgins, M. (1988). Quality means more than smiles. ABA Banking Journal, 46.

  • Bitner, M. J., Booms, B. H., & Mohr, L. A. (1994). Critical service encounters: The employee viewpoint. Journal of Marketing, 58(4), 95-106.

  • Bitner, M. J., Booms, B. H., & Tetreault, M.S. (1990). The service encounter: Diagnosing favourable and unfavourable incidents. Journal of Marketing, 54, 71-84.

  • Bowen, R., & Hedges, B. (1993). Increasing service quality in retail banking. Journal of Retail Banking, 15(3), 21-8.

  • Brady, M. K., & Cronin, Jr. J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65, 34-49.

  • Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66(1), 33-55.

  • Cronin, J. J., & Taylor, S.A. (1992). Measuring service quality: A re-examination and extension. Journal of Marketing, 56, 55-68.

  • Cronin, Jr. J. J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: Reconciling Performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58(1). 125-131.

  • Day, R. L. (1976). Toward a process model of consumer satisfaction. Conceptualization and measurement of consumer satisfaction and dissatisfaction. Marketing Science Institute Proceedings, ed. H. Keith Hunts, 153-183.

  • Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail stores: Scale development and validation. Journal of the Academy of Marketing Science, 249(2), 3-16.

  • Edwards J. R., & Bagozzi R. P. (2000). On the nature and direction of relationships between constructs and measures. Psychological Methods, 5(2), 155-74.

  • Folkes, V. S. (1984). Consumer reactions to product failure: An attributional approach. Journal of Consumer Research, 10, 398-409.

  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.

  • Gardial, S. F, Flint, D. J., & Woodruff, R. B. (1996). Trigger events: Exploring the relationships between critical events and consumers evaluations, standards, emotions, values and behavior. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 9, 35-51.

  • Gronroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44.

  • Gustafsson, A., Johnson, M.D., & Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions and triggers on customer retention. Journal of Marketing, 69, 210-218.

  • Hair, J. F. Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis. Upper Saddle River, NJ: Prentice Hall.

  • Johnston, R. (1995). The determinants of service quality: satisfiers and dissatisfiers. International Journal of Service Industry Management, 6(5), 53-71.

  • Johnston, R. (1997). Identifying the critical determinants of service quality in retail banking: Importance and effects. International Journal of Bank Marketing, 15(4), 111-119.

  • Keaveney, S. M. (1995). Customer switching behaviour in service industries: An exploratory study. Journal of Marketing, 59(2), 71-83.

  • McDougall, G. H. G., & Levesque, T. (2000). Customer satisfaction with services: Putting perceived value into the equation. Journal of Services Marketing, 14(5), 392 - 410.

  • Meuter, M., Ostrom, A., Roundtree, R., & Bitner, M. (2000). Self-service technologies: Understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 64,50-64.

  • Newman, K. (2001). Interrogating SERVQUAL: a critical assessment of service quality measurement in a high street retail bank. International Journal of Bank Marketing, 19(3), 126-139.

  • Nunnally, J. C. (1978). Psychometric Theory. New York, NY: McGraw Hill.

  • Parasuraman, A., Zeithmal, V., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41-50.

  • Parasuraman, A., Zeithmal, V. A., & Berry, L. L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.

  • Roos, I. (1999). Switching processes in customer relationships. Journal of Service Research, 2(1), 68-85.

  • Roos, I., Edvardsson B., &Gustafsson, A. (2004). Customer switching patterns in competitive and non competitive service industries. Journal of Service Research, 6(3), 256-271.

  • Roos, I., Gustafsson, A., & Edvardsson, B. (2006). Defining service quality for customer driven business development - a housing-mortgage company case. International Journal of Service Industry Management, 17(2), 207-223.

  • Rust, R. T., & Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193-215.

  • Seth, N., Deshmukh, S. G., & Vrat, P. (2004). Service quality: A review. International Journal of Quality & Reliability Management, 22(9), 2004, 913-949.

  • Straub, D. W., Boudreau, M. C., & Gefen, D. (2004). Validation guidelines for IS positivist research. Communications of AIS, 13, 380-427.

  • Swan, J. E., & Trawick, I. J. Jr. (1994). Determinants of industrial purchase service expectations and satisfaction: An ethnography. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 31-40.

  • Taylor, S. A., & Cronin, J. J. (1994). Modelling patient satisfaction and service quality. Journal of Health Care Marketing, 14(1), 34-44.

  • Woodruff, R. B. (1993). Developing and applying consumer satisfaction research: Implications for future research. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 6, 1-11.

  • Zeithaml, V. A., & Bitner, M. J. (2000). Services Marketing. (2nd Ed.), New York: McGraw-Hill.


Abstract Views: 566

PDF Views: 2




  • A Study on the Influence of Triggers on Perceived Service Quality

Abstract Views: 566  |  PDF Views: 2

Authors

Neetha J. Eappen
Rajagiri Centre for Business Studies, Kochi, Kerala, India
K. B. Pavithran
School of Management Studies, Cochin University of Science and Technology, Kochi, Kerala, India

Abstract


During their relationship with a service provider, consumers experience triggers which sensitise them to view their relationship with their service provider more critically. This paper examines the influence of triggers on service quality dimensions in the retail banking context. The sample consists of 385 retail banking customers from Kerala. Five dimensions of service quality which customers perceive as important in the contemporary retail banking scenario were identified as part of a larger study conducted earlier. As part of this study, a scale was developed to measure customers' likelihood of considering switching their bank due to triggers. The results of the study showed that the three types of triggers had different influences on service quality dimensions. The results of the study also showed that higher the trigger, lower the perception of the service quality dimensions.

Keywords


Retail Banking, Triggers, Service Quality.

References