The Service Quality Construct on a Global Stage
The Service Quality Construct on a Global Stage
复制标题
全球舞台上的服务质量建设
DOI：
10.1108/09604520210415353
复制
发表时间：
2002
期刊：
影响因子：
--
通讯作者：
R. McNaughton
中科院分区：
文献类型：
--
作者：
B. C. Imrie;J. Cadogan;R. McNaughton
全球营销人员渴望在新兴市场中建立基于卓越服务质量的竞争优势，这在环境因素对消费行为的影响方面表现出一定程度的天真。这方面的一个例子是1988年Parasuraman， Zeithamal和Berry的服务质量概念化（SERVQUAL）的全球应用，而没有考虑到国际市场中发现的各种文化可能产生的影响。本文对这种全球性的应用持谨慎态度，并提出文化价值观赋予消费者指导其评价服务质量的规则。本研究在台湾地区进行实地调查，以确定服务品质模式是否适用于“外来”环境。研究结果显示，文化价值观不仅影响服务品质维度的层级，而且Parasuraman等人的SERVQUAL概念模型也没有捕捉到台湾消费者所使用标准的广度。人际关系被强调为服务质量的一个方面，SERVQUAL没有充分解决这个问题。
The eagerness of global marketers to establish a competitive advantage based upon service quality excellence within emerging markets displays a degree of naivete in respect to the influence of environmental factors upon consumption behaviour. An example of this is the global application of Parasuraman, Zeithamal and Berry’s conceptualisation of service quality (SERVQUAL) in 1988 without consideration of the possible influence of the variety of cultures found in international markets. This paper takes a cautionary stance to such global application, and proposes that cultural values endow consumers with rules that guide their evaluation of service quality. Field research was conducted within Taiwan to ascertain whether the dominant service quality model holds in this “foreign” environment. The results indicate that not only do cultural values influence the hierarchy of service quality dimensions, but also that Parasuraman et al.’s SERVQUAL conceptual model does not capture the breadth of criteria utilised by Taiwanese consumers. Interpersonal relations are highlighted as a dimension of service quality that is not adequately addressed by SERVQUAL.