Cronin (2000) Service quality, value, satisfaction

Cronin (2000) Service quality, value, satisfaction -...

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Unformatted text preview: Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments J. JOSEPH CRONIN, JR. Florida State University MICHAEL K. BRADY Boston College G. TOMAS M. HULT Florida State University The following study both synthesizes and builds on the efforts to conceptualize the effects of quality, satisfaction, and value on consumers’ behavioral intentions. Specifically, it reports an empirical assessment of a model of service encounters that simultaneously considers the direct effects of these variables on behavioral intentions. The study builds on recent advances in services marketing theory and assesses the relationships between the identified constructs across multiple service industries. Several competing theories are also considered and compared to the research model. A number of notable findings are reported including the empirical verification that service quality, service value, and satisfaction may all be directly related to behavioral intentions when all of these variables are considered collectively. The results further suggest that the indirect effects of the service quality and value constructs enhanced their impact on behavioral intentions. To date the study of service quality, service value, and satisfaction issues have dominated the services literature. The crux of these discussions has been both operational and conceptual, with particular attention given to identifying the relationships among and between these constructs. These efforts have enabled us to better discriminate between the three variables and have resulted in an emerging consensus as to their interrelationships. J. Joseph Cronin, Jr. is Professor of Marketing, College of Business, Florida State University, Tallahassee, FL (e-mail: [email protected]). Michael K. Brady is Assistant Professor of Marketing, The Carroll School of Management, Boston College, Chestnut Hill, MA (e-mail: [email protected]). G. Tomas M. Hult is Director & Associate Professor of International Business, College of Business, Florida State University, Tallahassee, FL (e-mail: [email protected]). Journal of Retailing, Volume 76(2) pp. 193–218, ISSN: 0022-4359 Copyright © 2000 by New York University. All rights of reproduction in any form reserved. 193 This interest has certainly not escaped practitioners’ attention, as they have tied these variables to service employee evaluations and compensation packages. This is no doubt due to the implicit assumption that improvement in perceptions of the quality, value, and satisfaction in a service encounter should lead directly to favorable outcomes. Neverthe- less, it is here where confusion remains. Service managers who refer to the literature to help evaluate the effectiveness of firm strategies or to set employee goals will find conflicting information as to which of these variables, if any, is directly related to a service firm’s bottom line (Bolton, 1998). Indeed, even a cursory evaluation of the literature reveals a myriad of conflicting results, as no...
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This note was uploaded on 03/06/2012 for the course ECONOMIC 203 taught by Professor Veiga during the Spring '12 term at Universidad Complutense de Madrid.

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Cronin (2000) Service quality, value, satisfaction -...

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