Taylor (1994) Service quality, satisfaction

Taylor (1994) Service quality, satisfaction - An Assessment...

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An Assessment of the Relationship Between Service Quality and Customer Satisfaction in the Formation of Consumers’ Purchase Intentions STEVEN A. TAYLOR tllinois State University THOMAS L. BAKER The Universify of North Carolina- Wilmington Service quality and customer satisfaction are widely recognized as key injluences in the formation of consumers’ purchase intentions in service environments. However, a review of the existing literature suggests that the specific nature of the relationship between these important constructs in the determination of consumers’ purchase intentions continues to elude marketing scholars (c.f: Bitner and Hubbert 1994; Bolton and Drew 1994; Gronroos 1993; Rust and Oliver 1994). The study reported here was designed to aid in the under- standing of these relationships by empirically assessing the nature of the relationship between service quality and consumer satisfaction in the formation of consumers’ purchase intentions acrossfour unique service industries. The results of the current research, coupled with the weight of the evidence in the emerging services literature, suggest that consumer satisfaction is best described as moderating the service quality/purchase intention relation- ship. The managerial and research implications of the reported study are also discussed. The preponderance of evidence in the existing literature on the marketing of services has identified the critical roles of service quality and satisfaction in the formation of consumers’ purchase intentions. However, despite the great strides made in recent years, our under- standing of the specific nature of the relationship between service quality and consumer satisfaction, as well as how these two constructs combine to impact consumer purchase intentions, continues to perplex marketing scholars (Gronroos 1993; Rust and Oliver 1994). Thus, the purpose of this study is to investigate the nature of the relationship between service quality perceptions and consumer satisfaction judgements in the formation of consumers’ Thomas L. Baker, The University of North Carolina-Wilmington, Cameron School of Business Administration, Department of Management and Marketing, Wilmington, NC 28403. Steven A. Taylor, Illinois State University College of Business, Department of Marketing 5590, Williams Hall 325, Normal, IL 61761, Journal of Retailing, Volume 70, Number 2, pp. 163-178, ISSN 0022-4359 Copyright 0 1994 by New York University. All rights of reproduction
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164 Journal of Retailing Vol. 70, No. 2 1994 purchase intentions. Specifically, the current research empirically assesses whether a mod- erating model of the relationship between service quality and consumer satisfaction can more adequately account for variations in consumers’ purchase intentions than efforts to date which have largely focused on mediating effects.’ The importance of the research objective cannot be overstated. Rust and Oliver (1994)
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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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Taylor (1994) Service quality, satisfaction - An Assessment...

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