Empirical Analysis of Interrelationship Between Service Quality, Consumer Involvement, and Consumer Satisfaction
DOI:
https://doi.org/10.17010/ijom/2020/v50/i4/151571Keywords:
Involvement
, Service Quality, Provider, Satisfaction, Emotions, Relationship.Paper Submission Date
, October 10, 2019, Paper Sent Back for Revision, February 26, 2020, Paper Acceptance Date, March 10, 2020.Abstract
The advent of the 21st century brought in its wake a paradigm shift in business and professional approach and attitude. The gradual increasing focus on service element along with products to differentiate from the competitors and attract and retain customers is also an important step in this direction. However, it is at its nascent stage and requires attention of researchers. In the service segment of any industry, the chain of final success consists of a series of links : service quality and customer involvement, customer involvement and emotional satisfaction, relational benefits and customer satisfaction, loyalty behaviour and satisfaction. However, though a positive association between some of these links has been acknowledged, the role of customer involvement is still a less researched area. The paper, through empirical study, intended to examine various dimensions of these relationships with reference to service quality and customer satisfaction, with the main focus on the mediating role of customer involvement between service quality and customer satisfaction. The survey was conducted through a self-administered and closed-ended questionnaire to collect experimental data related to service quality from the customers. The findings can help industries to draft an action plan for effective service delivery to customers for easy market penetration and long-term growth.Downloads
Downloads
Published
How to Cite
Issue
Section
References
Aaker, D., & Jacobson, R. (1994). The financial information content of perceived quality. Journal of Marketing Research, 31 (2), 191-201. https://dx.doi.org/10.2307/3152193
Akaka, M. A., Koskela-Huotari, K., & Vargo, S. L. (2019). Further advancing service science with service-dominant logic: Service ecosystems, institutions, and their implications for innovation. In, P. Maglio, C. Kieliszewski, J. Spohrer, K. Lyons, L. Patricio, & Y. Sawatani (eds.), Handbook of service science (Volume II, pp. 641-659). Springer : Heidelberg.
Ansari, A., & Riasi, A. (2016). An investigation of factors affecting brand advertising success and effectiveness. International Business Research, 9 (4), 20-30. https://dx.doi.org/10.5539/ibr.v9n4p20
Arora, R. (2008). Price and quality strategies for services : Applied to long-distance telephone services and automobile insurance. Journal of Customer Service in Marketing & Management, 1(2), 77-92. https://dx.doi.org/10.1300/J127v01n02_08
Auh, S., Bell, S., McLeod, C., & Shih, E. (2007). Co-production and customer loyalty in financial services. Journal of Retailing, 83 (3), 359-370. https://dx.doi.org/10.1016/j.jretai.2007.03.001
Casidy, R., & Wymer, W. (2015). The impact of brand strength on satisfaction, loyalty, and WOM: An empirical examination in the higher education sector. Journal of Brand Management, 22, 117-135. https://dx.doi.org/10.1057/bm.2015.6
Chan, K., Yim, C., & Lam, S. (2010). Is customer participation in value creation a double-edged sword ? Evidence from professional financial services across cultures. Journal of Marketing, 74 (3), 48-64. https://dx.doi.org/10.1509/jmkg.74.3.048
Chang, H., Wang, Y.-H., & Yang, W.-Y. (2009). The impact of e-service-quality, customer-satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total Quality Management & Business Excellence, 20 (4), 423-443. https://dx.doi.org/10.1080/14783360902781923
Chen, C.-F., & Chen, F.-S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29–35. https://dx.doi.org/10.1016/j.tourman.2009.02.008
Chen, C.-F., & Wang, J.-P. (2016). Customer participation, value co-creation and customer loyalty-A case of airline online check-in system. Computers in Human Behavior, 62, 346-352. https://dx.doi.org/10.1016/j.chb.2016.04.010
Conlin, R., & Labban, A. (2019). Clustering attitudes and behaviors of high/low involvement grocery shopper. Journal of Food Products Marketing, 25 (6), 647-667.
Crick, A., & Spencer, A. (2011). Hospitality quality : New directions and new challenges. International Journal of Contemporary Hospitality Management, 23 (4), 463-478. https://dx.doi.org/10.1108/09596111111129986
Dadfar, H., Brege, S., & Semnani, S. (2013). Customer involvement in service production, delivery, and quality : The challenges and opportunities. International Journal of Quality and Service Sciences, 5 (1), 46-65. "https://dx.doi.org/10.1108/17566691311316248
Dixon, M., Freeman, K., & Toman, N. (2010, July-August). Stop trying to delight your customers. Harvard Business Review. Retrieved from https://hbr.org/2010/07/stop-trying-to-delight-your-customers
Eelen, J., Özturan, P., & Verlegh, P. (2017). The differential impact of brand loyalty on traditional and online word of mouth : The moderating roles of self-brand connection and the desire to help the brand. International Journal of Research in Marketing, 34(4), 872-891. https://dx.doi.org/10.1016/j.ijresmar.2017.08.002
Eggert, A., Hogreve, J., Ulaga, W., & Muenkhoff, E. (2014). Revenue and profit implications of industrial service strategies. Journal of Service Research, 17(1), 23-39. https://dx.doi.org/10.1177/1094670513485823
Fatima, J. K., Di Mascio, R., & Sharma, P. (2020). Demystifying the impact of self-indulgence and self-control on customer-employee rapport and customer happiness. Journal of Retailing and Consumer Services, 53, 101967. https://dx.doi.org/10.1016/j.jretconser.2019.101967
Gebauer, H., Edvardsson, B., Gustafsson, A., & Witell, L. (2010). Match or mismatch : Strategy-structure configurations in the service business of manufacturing companies. Journal of Service Research, 13 (2), 198-215.
Getz, D., & Page, S. (2016). Event studies: Theory, research, and policy for planned events (3rd ed.). Routledge.
Gremler, D., & Gwinner, K. (2000). Customer-employee rapport in service relationships. Journal of Service Research, 3 (1), 82-104. https://dx.doi.org/10.1177/109467050031006
Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18 (4), 36-44.
Gwinner, K., Gremler, D., & Bitner, M. (1998).Relational-benefits in services industries: The customer's perspective. Journal of the Academy of Marketing Science, 26 (2), 101-114. https://dx.doi.org/10.1177/0092070398262002
Kim, J., Kim, W., & Park, S. (2010). Consumer perceptions on web advertisements and motivation factors to purchase in the online shopping. Computers in Human Behavior, 26(5), 1208-1222. https://dx.doi.org/10.1016/j.chb.2010.03.032
Kumar, A. A., Nayak, D. V., & Shekhar, V. (2018). Knowledge outlook of Indian consumers towards BHIM app. Indian Journal of Marketing, 48(3), 7-16. https://dx.doi.org/10.17010/ijom/2018/v48/i3/121979
Kumar, V., Pozza, I., & Ganesh, J. (2013). Revisiting the satisfaction–loyalty relationship: Empirical generalizations and directions for future research. Journal of Retailing, 89 (3), 246-262. https://dx.doi.org/10.1016/j.jretai.2013.02.001
Kurup, A. J., & Jain, P. (2018). Effect of e-loyalty cues on repurchase behavioral intentions among online shoppers. Indian Journal of Marketing, 48 (11), 7-22. https://dx.doi.org/10.17010/ijom/2018/v48/i3/121979
Lake, L. (2018, December 27).Reasons why customers aren't buying from you. The Balance Small Business. Retrieved from https://www.thebalancesmb.com/top-5-reasons-customers-aren-t-buying-from-you2295720
Lee, Y.-C., Wang, Y.-C., Lu, S.-C., Hsieh, Y.-F., Chien, C.-H., Tsai, S.-B., & Dong, W. (2016). An empirical research on customer-satisfaction study: A consideration of different levels of performance. Springer Plus, 5 (1), 1-9. https://dx.doi.org/10.1186/s40064-016-3208-z
Lovelock, C., & Wirtz, J. (2011). Services marketing: People, technology, strategy. New Jersey : Pearson Education, Inc.
Mussol, S., Aurier, P., & De Lanauze, G. S. (2019). Developing in-store brand strategies and relational expression through sales promotions. Journal of Retailing and Consumer Services, 47 (C), 241-250.
Ng, S., David, M., & Dagger, T. (2011). Generating positive word- of- mouth in the service experience. Managing Service-quality: An International Journal, 21 (2), 133-151. https://dx.doi.org/10.1108/09604521111113438
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. Routledge.
Ostrom, A., Parasuraman, A., Bowen, D. E., PatrÃcio, L., & Voss, C. (2015). Service research priorities in a rapidly changing context. Journal of Service Research, 18 (2), 127-159. https://dx.doi.org/10.1177/1094670515576315
Ostrom, A. L., Bitner, M. J., & Meuter, M. L. (2016). Self-service technologies. In, E-service : New directions in theory and practice (pp. 57-76). London, UK : Routledge.
Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service-quality. Journal of Retailing, 64 (1), 12-40.
Prahalad, C., & Ramaswamy, V. (2000, January). Co-opting customer competence. Harvard Business Review (HBR). Retrieved from https://hbr.org/2000/01/co-opting-customer-competence
Qin, G., & Prybutok, V. R. (2008). Determinants of customer-perceived service-quality in fast-food restaurants and their relationship to customer-satisfaction and behavioral intentions. Quality Management Journal, 15 (2), 35-50.
Kumar, V., Pozza, I., & Ganesh, J. (2013). Revisiting the satisfaction-loyalty relationship: Empirical generalizations and directions for future research. Journal of Retailing, 89 (3), 246-262. https://dx.doi.org/10.1016/j.jretai.2013.02.001
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. New York, NY : Wiley.
Sen, S., & Nayak, S. (2019). Influence of materialism on impulse buying among Indian millennials: Does income matter ? Indian Journal of Marketing, 49(12), 47-60. https://dx.doi.org/10.17010/ijom/2019/v49/i12/149110
Sharma, Y., Nasreen, R., & Kumar, A. (2019). Role of social network in defining the impact of marketing- mix on satisfaction from food items at subsistence marketplace. Indian Journal of Marketing, 49 (2), 7-24. https://dx.doi.org/10.17010/ijom/2019/v49/i2/141579
Singh, G., & Sharma, S. (2019). Antecedents of involvement: Further evidence on involvement profiles in FMCGS purchase decision. Our Heritage, 67 (10), 457-469.
Smith, M., & Carsky, M. (1996). Grocery shopping behavior : A comparison of involved and uninvolved consumers. Journal of Retailing and Consumer Services, 3 (2), 73-80. https://dx.doi.org/10.1016/0969-6989 (95) 00048-8
So, K. K., King, C., Sparks, B., & Wang, Y. (2016). Enhancing customer relationships with retail service brands : The role of customer engagement. Journal of Service Management, 27 (2), 170-193. https://dx.doi.org/10.1108/JOSM05-2015-0176
Srihadi, T., & Setiawan, D. (2015). The influence of different level of service characteristics and personal involvement towards consumer relational response behaviors. Procedia- Social and Behavioral Sciences, 210, 378-387. https://dx.doi.org/10.1016/j.sbspro.2015.11.385
Ulaga, W., & Reinartz, W. J. (2011). Hybrid offerings : How manufacturing firms combine goods and services successfully. Journal of Marketing, 75 (6), 5-23.
Vargo, S. L., & Lusch, R. F. (2004).Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.
Voorhees, C., Fombelle, P., Gregoire, Y., Bone, S., Gustafsson, A., Sousa, R., & Walkowiak, T. (2017). Service encounters, experiences and the customer journey: Defining the field and a call to expand our lens. Journal of Business Research, 79, 269-280. https://dx.doi.org/10.1016/j.jbusres.2017.04.014
Wilson, A., Zeithaml, V., Bitner, M., & Gremler, D. (2016). Services marketing: Integrating customer focus across the firm. Berkshire: McGraw-Hill Education.
Yang, H.-L., & Lai, C.-Y. (2010). Motivations of Wikipedia content contributors. Computers in Human Behavior, 26 (6), 1377-1383. https://dx.doi.org/10.1016/j.chb.2010.04.011
Yang, Z., & Peterson, R. (2004). Customer perceived value, satisfaction, and loyalty : The role of switching costs. Psychology & Marketing, 21 (10), 799-822. https://dx.doi.org/10.1002/mar.20030
Yim, C., Chan, K., & Lam, S. (2012). Do customers and employees enjoy service participation ? Synergistic effects of self- and other-efficacy. Journal of Marketing, 76(6), 121-140. https://dx.doi.org/10.1509/jm.11.0205
Yu, T.-K., Lu, L.- C., & Liu, T.- F. (2010). Exploring factors that influence knowledge sharing behavior via weblogs. Compuers in Human Behavior, 26(1), 32-41. https://dx.doi.org/10.1016/j.chb.2009.08.002
Zaichkowsky, J. (1985). Measuring the involvement construct. Journal of Consumer Research, 12 (3), 341-352.
Zeithaml, V., Berry, L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60 (2), 31-46. https://dx.doi.org/10.2307/1251929
Zeithaml, V., Bitner, M., & Gremler, D. (2010). Services marketing strategy. In J. Sheth, & N. Malhotra (Eds.), Wiley international encyclopedia of marketing. https://dx.doi.org/10.1002/9781444316568.wiem01055
Zhao, J. (2016). Investigating how restaurant week's price promotion affects diners' online perceptions (UNLV Theses, Dissertations, Professional Papers, and Capstones). 2768. Retrieved from https://digitalscholarship.unlv.edu/thesesdissertations/2768
