Goal interdependence and quality in services marketing
Goal interdependence and quality in services marketing
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DOI：
10.1002/mar.4220120304
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发表时间：
1995-05
影响因子：
6.7
通讯作者：
Choy L. Wong;D. Tjosvold
中科院分区：
文献类型：
--
作者：
Choy L. Wong;D. Tjosvold
服务质量被认为是重要的竞争优势，因为它可以产生重复销售、积极的口碑、客户忠诚度和有竞争力的产品差异化。本研究探讨了公司的合作或竞争取向以及服务提供商的热情或冷淡沟通风格对客户对服务质量评价的影响。模拟银行访谈实验中 83 名参与者的结果表明，当银行传达合作导向时，他们认为银行提供的服务比具有竞争或个人主义目标时提供的服务质量更高。服务人员的热情促成了优质的服务，喜欢银行代表，对未来与银行打交道有信心，对面试满意，愿意以后接受银行代表的面试。这些结果被解释为表明，能够对客户表现出强烈的合作导向并且其服务提供商表现出热情的公司将被认为提供高质量的服务。 © 1995 约翰威利父子公司。
Service quality is considered an important competitive edge because it generates repeat sales, positive word of mouth, customer loyalty, and competitive product differentiation. This study examines the impact of a company's cooperative or competitive orientation and the service provider's warm or cold communication style on customer evaluation of service quality. Results from 83 participants in a simulated bank interview experiment indicate that when the bank communicated a cooperative orientation they perceived it as offering a higher-quality service than when it had competitive or individualistic goals. The warmth of the service personnel contributed to high-quality service, liking the bank representative, future confidence in dealing with the bank, satisfaction with the interview, and willingness to be interviewed by the bank representative in the future. These results were interpreted as suggesting that companies who can demonstrate a strong cooperative orientation toward customers and whose service providers demonstrate warmth will be considered to offer high-quality services. © 1995 John Wiley & Sons, Inc.