服务质量方面的优先次序【外文翻译】.doc

1、标题PRIORITIZINGSERVICEQUALITYDIMENSIONS原文INTHE“AGEOFCUSTOMER”DELIVERINGQUALITYSERVICEISCONSIDEREDANESSENTIALSTRATEGYFORSUCCESSANDSURVIVALINTODAYSCOMPETITIVEENVIRONMENTDAWKINSANDREICHHELD,1990PARASURAMANETAL,1985REICHHELDANDSASSER,1990ZEITHAMLETAL,1990WHATCONSTITUTESSERVICEQUALITYHASATTRACTEDTHEATTENT

2、IONOFRESEARCHERSALLOVERTHEWORLDTHEDEBATECONTINUESEVENASRESEARCHERSCONTINUETODEBATETHEDETERMINANTSOFSERVICEQUALITYAFEWIMPORTANTISSUESREMAINUNANSWEREDISTHEREAUNIVERSALSETOFDETERMINANTSTHATDETERMINETHESERVICEQUALITYACROSSASECTIONOFSERVICESDOESTHESERVICECHARACTERISTICGETSREFLECTEDINWHATCUSTOMERSEXPECTOU

3、TOFDELIVERYOFAPARTICULARSERVICEISTHEREANINHERENTDIFFERENCEINSERVICESBECAUSETHEYMUSTBEDELIVEREDINAPARTICULARWAYANDDOESTHATHAVEABEARINGONWHATBECOMESIMPORTANTFORTHECUSTOMERPRACTITIONERSCONTINUETOLOOKFORADVICEANDSUGGESTIONASTOWHATCONSTITUTESERVICEQUALITYFORTHEIROFFERSANDFURTHERMORE,IFTHEYTENDTOREPOSITIO

4、NTHEIROFFERSBYVARYINGSOMECHARACTERISTICSOFTHEIROFFERS,FOREXAMPLE,BYINCREASINGORREDUCINGTANGIBILITYORCUSTOMERCONTACT,ETCWHATARETHEOPERATINGCHARACTERISTICSOFDETERMINANTSASTHEYTOGETHERCONSTITUTETHESERVICEQUALITYTHISPAPERISANATTEMPTTOGENERATEEVIDENCEIFDIFFERENCEINSERVICESTHATRESULTINTOPECULIARSERVICECHA

5、RACTERISTICSRETURNSCUSTOMERSWITHAUNIQUESETOFEXPECTATIONSTHOSEDIFFERENTFROMOTHERSERVICETYPESTHEPAPERALSOINTENDSTOEXAMINEIFTHEDETERMINANTSOFSERVICEQUALITYSHOWSOMEPREDICTABLEBEHAVIORASSERVICETYPETENDTODIFFERBASEDONSOMECRITERIONTHISPAPERTHEREFOREFIRST,GOESTHROUGHTHEDISCUSSIONONDETERMINANTSOFSERVICEQUALI

6、TYANDTHEN,THEREISASMALLDISCUSSIONONSERVICECLASSIFICATIONSWHICHCANSERVEASBASISFORDIFFERENCEINSERVICENATUREJOHNSTON1995SUGGESTSTHATONEOFTHEPRESSINGISSUESBEFORESERVICESRESEARCHCONCERNSTHEIDENTIFICATIONOFTHEDETERMINANTSOFSERVICEQUALITYTHISSHOULDBEACENTRALCONCERNFORSERVICEMANAGEMENTACADEMICSANDPRACTITION

7、ERS,ASTHEIDENTIFICATIONOFTHEDETERMINANTSOFSERVICEQUALITYISNECESSARYINORDERTOBEABLETOSPECIFYMEASURE,CONTROLANDIMPROVECUSTOMERPERCEIVEDSERVICEQUALITYEARLYSTUDIESDURING1980SFOCUSEDONDETERMININGWHATSERVICEQUALITYMEANTTOCUSTOMERSANDDEVELOPINGSTRATEGIESTOMEETCUSTOMEREXPECTATIONSPARASURAMANETAL,1985THEEARL

8、YPIONEERSOFSERVICESMARKETINGINEUROPE,ESPECIALLYTHENORDICSCHOOL,ARGUEDTHATSERVICEQUALITYCONSISTSOFTWOORTHREEUNDERLYINGDIMENSIONSLEHTINENANDLEHTINEN1985REFERREDTOPHYSICALANDINTERACTIVEQUALITYWHILEGRONROOS1984IDENTIFIEDATECHNICALDIMENSION,AFUNCTIONALDIMENSIONANDTHEFIRMSIMAGEASATHIRDDIMENSIONINLATERYEAR

9、S,PARASURAMANETAL1988PUBLISHEDEMPIRICALEVIDENCEFROMFIVESERVICEINDUSTRIESTHATSUGGESTEDTHATFIVEDIMENSIONSMOREAPPROPRIATELYCAPTURETHEPERCEIVEDSERVICEQUALITYCONSTRUCTBUILDINGONTHEPIONEERINGWORKOFTHENORDICSCHOOLOFSERVICESMANAGEMENTANDPARTICULARLYCHRISTIANGRONROOS,THEYESTABLISHEDSERVICEQUALITYASTHECOREOFS

10、ERVICESMARKETINGTHEIRLANDMARKARTICLEIN1985CONCEPTUALIZEDSERVICEQUALITYASAGAPBETWEENCONSUMERSEXPECTATIONSANDPERCEPTIONSPARASURAMANETAL,1985ANDINSPIREDMANYOTHERRESEARCHERSTOEXAMINETHESERVICESQUALITYCONSTRUCTWITHINAMARKETINGPREMISEBERRYETAL,1985HOWEVER,THEIRCONTRIBUTIONHASNOTGONEUNCHALLENGEDMUCHOFTHISI

11、NTERESTHASCENTEREDONTHECONTROVERSYGENERATEDBYTHEIRSERVICEQUALITYGAPSMODELPARASURAMANETAL,1985,ANDPARTICULARLYTHESERVQUALINSTRUMENTDEVELOPEDTOMEASURESERVICEQUALITYPARASURAMANETAL,1988MANYRESEARCHERSWHOHAVEUSEDTHESERVQUALINSTRUMENTHAVEBEENCRITICALOFITSPARADIGMATICFOUNDATION,ITSCONVERGENTANDDISCRIMINAN

12、TVALIDITY,THEUSEOFDIFFERENCESCORESANDTHEUSEOFNEGATIVELYPHRASEDITEMSCARMAN,1990BABAKUSANDBOLLER,1992PETERETAL,1993BUTTLE,1995VARIATIONSFROMUNIDIMENSIONALITYCRONINANDTAYLOR,1992TOTWO,THREE,FOUR,SIXANDEIGHTFACTORSTRUCTURESHAVEBEENREPORTEDBABAKUSANDBOLLER,1992BRENSINGERANDLAMBERT,1990CARMAN,1990CLIFFAND

13、RYAN,1994SCHNEIDERETAL,1992SPRENGANDSINGH1993HAVEHINTEDATTHEPOSSIBLECOMBINATIONOFSOMEOFTHEFIVEDIMENSIONSDUETOHIGHINTERCORRELATIONSJOHNSTONANDSILVESTRO1990WENTONTOADDTHECUSTOMERSPERSPECTIVETOTHE12SERVICEQUALITYCHARACTERISTICSTHISLEDTOTHEIDENTIFICATIONOFANADDITIONALFIVESERVICEQUALITYDETERMINANTSATTENT

14、IVENESS/HELPFULNESS,CARE,COMMITMENT,FUNCTIONALITY,INTEGRITYITALSOLEDTOAREFININGOFSOMEOFTHEOTHERDEFINITIONSANUMBEROFOTHERAUTHORSHAVEALSOPOSTULATEDTHEIROWNDETERMINANTSOFSERVICEQUALITY,THOUGHINSOMECASESTHEYAPPEARTOHAVEBEENBASEDONBERRYETALS1985WELLPUBLICIZEDWORKLATELY,EVENTHEDEVELOPERSOFTHEINSTRUMENTHAV

15、EPRODUCEDEVIDENCECONFIRMINGTHEDOUBTSEXPRESSEDABOUTTHEFIVEDIMENSIONALCONFIGURATIONTHUS,DESPITETHE“MANY”STUDIESWHICHHAVEANALYZEDTHEDIMENSIONSMEASUREDBYSERVQUAL,“THEREISNOCLEARCONSENSUSONTHENUMBEROFDIMENSIONSANDTHEIRINTERRELATIONSHIPS”THISUNCERTAINTYHAMPERSOURUNDERSTANDINGOFSERVICEQUALITYANDCASTSDOUBTS

16、OVERTHEUSEOFTHESERVQUALINSTRUMENTINFUTURERESEARCHITALSOSHOWSTHATACONSIDERABLEAMOUNTOFRESEARCHSTILLNEEDSTOBEDONECONCERNINGTHEDIMENSIONALITYOFPERCEIVEDSERVICEQUALITYINGENERALANDSERVQUALINPARTICULAR,ASCALLEDFORBYITSDEVELOPERSPARASURAMANETAL,1994CHOWDHARYANDPRAKASH2001HAVESUGGESTEDATWOFACTORSTHEORYTHATA

17、MOREDETAILEDAPPROACHISREQUIREDWHEREINEACHFACTORNEEDSTOBECONSIDEREDINDEPENDENTLYANDNOTASANAGGREGATEDIMENSIONTHEYREPORTEVIDENCETOSUPPORTTWOFACTORTHEORYFORSERVICESTHATWASDISCARDEDBYEARLIERRESEARCHERSTHEYARGUETODIFFERENTIATEBETWEENTHEFACTORSANDTHEOUTCOMEOFPERFORMANCEALONGTHESEFACTORSTHESTUDYDESCRIBESTHE

18、TWOFACTORSAS“VANTAGEFACTORS”AND“QUALIFYINGFACTORS”MARKETERSNEEDTOBESELECTIVEINTHATCERTAINFACTORSBEHAVEASVANTAGEFACTORSWHILEOTHERSASQUALIFYINGFACTORSTHETWOAREDIFFERENTINNATUREANDREQUIREADIFFERENTIALTREATMENTRELATIVEIMPORTANCEOFDIMENSIONSPARASURAMANETAL1988HAVEOBSERVEDTHATTHEIRINSTRUMENTSERVQUALCANBEU

19、SEDTOEVALUATETHERELATIVEIMPORTANCEOFTHEDIMENSIONSOFQUALITYININFLUENCINGCUSTOMERSOVERALLPERCEPTIONSOFASERVICETHERELATIVEWEIGHTTHATCUSTOMERSSEEMTOGIVETOEACHQUALITYDIMENSIONCANBEDETERMINEDONEOFTHEIMPORTANTRESULTSTHATHAVEBEENREPORTEDINTHEEARLYSTUDIESOFRELATIVEIMPORTANCEISTHATCUSTOMERSAREQUITECONSISTENTI

20、NBOTHTHEIRIMPUTEDANDTHEIRDIRECTRANKINGSOFTHEIMPORTANCEOFTHESERVICEQUALITYATTRIBUTESINONEKEYSTUDYPARASURAMANETAL,1988,RELIABILITYWASDEMONSTRATEDTOBETHEMOSTIMPORTANTDIMENSIONANDEMPATHYACOMPOSITEOFUNDERSTANDINGANDACCESSTHELEASTIMPORTANTACROSSASEEMINGLYWIDEARRAYOFSERVICETYPESZEITHAMLETAL1990ALSOREPORT,U

21、SINGAVARIATIONOFSERVQUALTHATTANGIBLESPROVESTOBECONSISTENTLYUNIMPORTANTAPERTINENTQUESTIONHEREISTHATWHETHERSUCHAGENERALIZATIONISPOSSIBLECHOWDHARY2000SUGGESTTHATGENERALIZATIONSAREDIFFICULTTOMAKEBECAUSEOFVARIATIONINTHEBASICNATUREOFSERVICESLABORORCAPITALINTENSITYANDTHATTHETYPEOFINDUSTRYAFFECTTHEDESIGNOFS

22、ERVICEITWASSEENTHATEMPATHYANDRESPONSIVENESSWEREFOUNDTOBEMOREIMPORTANTFORLABORINTENSIVEINDUSTRYWHILETANGIBLESANDRELIABILITYAFFECTEDTHEASSESSMENTOFQUALITYDIMENSIONSINCASEOFCAPITALINTENSIVESERVICESTHISWASALSOCONFIRMEDBYTHERESULTSFROMASIMILARSTUDYDONEFOR“MANAGEMENTEDUCATION”WHERETHESINGLEMOSTIMPORTANTDI

23、MENSIONWASTHEKNOWLEDGEOFTHETEACHERASSURANCESERVICESUNIQUESELLINGPROPOSITIONCANBEWOVENAROUNDDIFFERENTCRITERIATANGIBILITY,CUSTOMIZATION,LABORINTENSITY,ETCTHISCRITERIONINTURNCOULDBETHEKEYPERFORMANCEDIMENSIONDIFFERENTUSERGROUPSCANSEEEACHTYPEOFSERVICEINTURNASPERFORMINGONANUMBEROFFACTORSACROSSDIFFERENTDIM

24、ENSIONSFROMAMONGTHESEFACTORS,SOMEARETHEKEYFACTORSKFSANDARERELATIVELYMOREIMPORTANTFORTHECONSUMERANUMBEROFTHESEKFSCOULDBESIMULTANEOUSLYIMPORTANTFORTHESEUSERGROUPS,THOUGHTHERELATIVEIMPORTANCEOFTHESEDIMENSIONSMAYVARYFROMONEUSERGROUPTOANOTHERTHEREMAYALSOBEAGENERALSHIFTINCONSUMERPREFERENCEFORADIMENSION,FO

25、REXAMPLE,FROM“MEDICALCARE”THROUGH“PATIENTCARE”TO“HOSPITALCARE,”INCASEOFTHECONSUMERSOFHEALTHCARETHEIRIMPORTANCEMAYALSOVARYFROMONECONSUMERTOANOTHERSERVICETYPESSERVICECLASSIFICATIONSHAVEBEENOFFEREDSINCEEARLY1980SDIFFERENTAUTHORSHAVESUGGESTEDDIFFERENTTAXONOMIESBASEDONDIFFERENTCRITERIONSOFTHESEFOURARENOT

26、WORTHYCHASE1978,CHASEANDTANSIK1983,SCHMENNER1986,WEMMERLOV1990ANDLOVELOCK1983CHASESEGMENTSBYTHEEXTENTOFCUSTOMERCONTACTINTHEDELIVERYOFTHESERVICESCHMENNERCLASSIFIESSERVICESUSINGTWODIMENSIONS,WITHTHEDEGREESOFINTERACTIONGENERALIZEDFROM“CONTACT”ANDCUSTOMIZATIONONONEAXISANDTHEDEGREEOFLABORINTENSITYONTHEOT

27、HERWEMMERLOV1990MORERECENTLYPROPOSEDACLASSIFICATIONSCHEMEWHERETHEVARIABLESOFDIFFERENTIATIONARETHEDEGREEOFROUTINIZATIONOFTHEPROCESS,THE“OBJECT”OFTHESERVICEPROCESS,ANDCUSTOMERCONTACTHISOPERATIONALIZATIONOFCONTACTDIFFERSFROMBOTHCHASEANDSCHMENNERINTHATHEREDEFINESITTOBE“DIRECT”“INDIRECT”OR“NO”CONTACTWITH

28、THECUSTOMER,RATHERTHANSIMPLYAS“HIGH”OR“LOW”LOVELOCK1983HASSUGGESTEDCATEGORIZINGSERVICESINTOFOURDISTINCTIVECATEGORIESBASEDONWHATASERVICEORGANIZATIONISACTUALLYPROCESSINGANDHOWDOESITPERFORMTHATTASKASERVICEORGANIZATIONMAYBESERVICINGINDIVIDUALCUSTOMERSORALTERNATIVELYITMAYBESERVICINGTHEIRPOSSESSIONSFURTHE

29、R,THESERVICINGMAYBEPHYSICALASINCASEOFHAIRCUTTINGORATRAVELBYTRAINALTERNATIVELY,THESERVICINGMAYBEINTANGIBLEASINCASEOFEDUCATION,ENTERTAINMENTORCONSULTANCYHETHEREFORESUGGESTSA22CLASSIFICATIONOFSERVICEPROCESSESTHISSCHEMEELABORATESONHOWANDWHATBENEFITSTHECUSTOMERINASERVICETRANSACTIONTHISCLASSIFICATIONHASTA

30、NGIBILITYOFOFFERACROSSTHERECIPIENTOFSERVICESWHYTANGIBILITYANSWERSWHATBENEFITSTHECUSTOMERATANGIBLEACTIONORANINTANGIBLEONETHESECONDISSUEANSWERSHOWTHESERVICEBENEFITSTHECUSTOMERBYSERVICEHISSELFORHISPOSSESSIONSTHISINTURNDETERMINESWHATTHENATUREOFASERVICEOFFERISITANSWERSANIMPORTANTQUESTIONWHETHERTHECUSTOME

31、RSNEEDTOBEMENTALLYORPHYSICALLYPRESENTTORECEIVESUCHSERVICESFOREXAMPLE,THESERVICESTARGETEDATPEOPLETHEMSELVESREQUIRETHEPRESENCEWHILETANGIBLESERVICESREQUIRETHEPHYSICALPRESENCE,THEINTANGIBLESCANBERESTRUCTUREDTOBEDELIVEREDTHROUGHALTERNATIVEMEDIAORATLEASTTHEALTERNATEMEDIACANBEUSEDTOSUPPORTTHECORESERVICESIM

32、ILARLY,WEWITNESSTHEINTANGIBLESERVICESDIRECTEDATPOSSESSIONSHAVINGGREATERPROPENSITYTOBEOFFEREDTHRUELECTRONICMEDIASERVICESDIRECTEDATPOSSESSIONDONOTNECESSARILYREQUIRETHEPRESENCEOFTHECUSTOMERASAMUSTTHEREFORE,EVENTHETANGIBLEACTIONSDIRECTEDATPOSSESSIONCANBEREDESIGNEDASPICKUPSERVICESWHEREPOSSESSIONSCANBEPIC

33、KEDUPFROMCUSTOMERSLOCATION,SERVEDANDRETURNEDTHISELIMINATESTHENEEDFORCUSTOMERSENTRYINTOPROVIDERSSPACEANDTHUSSUCHSERVICESCANBELOCATEDINLOWCOSTOBSCURELOCATIONSASAGAINSTAHIGHPRESENCEVENUEPRESENCEORABSENCEOFTHECUSTOMERWILLALSOAFFECTTHEDEMANDANDSUPPLYISSUECHOWDHARYANDCHOWDHARY,2005METHODOLOGYTHEABOVECITED

34、LITERATUREREVIEWHASDISCUSSEDTHESERVICEDIMENSIONANDTHETOOLSTOEVALUATESERVICEQUALITYYETITISINSUFFICIENTISESTABLISHINGANYGENERICRELATIVEIMPORTANCEOFSERVICEDIMENSIONSRESEARCHERBELIEVESTHATSUCHAGENERALIZATIONMAYNOTBEPOSSIBLEACROSSALLSERVICETYPESTHISSTUDYSEEKSTOMAKEOUTWHETHERSOMEGENERALIZATIONISPOSSIBLEWI

35、THINSERVICETYPESANDDOESTHATVARYWITHCLASSIFICATIONVARIABLESFORTHEPURPOSEOFINVESTIGATION,RESEARCHERHASUSEDLOVELOCKS1983CLASSIFICATIONTHEPERTINENTRESEARCHQUESTIONWASWHETHERTHEDIFFERENTCATEGORIESOFSERVICEPROCESSESSHOWAPATTERNVISAVISTHEIMPORTANCEOFDIFFERENTDETERMINANTSOFSERVICEQUALITYTHEFIVEDIMENSIONSSUG

36、GESTEDBYPARASURAMANETALTHEOBJECTIVEWASTOIDENTIFYTHERELATIVEIMPORTANCEOFSERVICEQUALITYDIMENSIONSFORDIFFERENTSERVICEPROCESSESFOREACHCATEGORY,FOURDIFFERENTSERVICESWEREIDENTIFIEDTABLEITHUS,INALL16SERVICESWEREIDENTIFIEDRESPONDENTSWERECHOSENRANDOMLYOF16SERVICETYPES,604RESPONDENTSWEREAPPROACHEDWHICHRESULTE

37、DIN396RESPONSESOFTHESE,356RESPONSESWEREVALIDANDCONSIDEREDPROPERTOBEUSEDFORRESEARCHRESPONDENTSWEREAPPROACHEDWHILETHEYWERESHOPPINGASERVICE/SERVICESANDWEREASKEDTOFREELISTWHATTHEYFELTWASIMPORTANTANDADDEDVALUETOTHEIRCONSUMPTIONOFAPARTICULARSERVICEAVALIDRESPONSEFROM356RESPONDENTSRETURNEDA989FREELISTITEMSS

38、HOWNINTABLEIIINTHENEXTPHASEOFANALYSIS,THEFREELISTITEMSWERECLASSIFIEDUSINGTHEFIVEDIMENSIONSOFPARASURAMANETALFORTHEPURPOSEOFTHISRESEARCHTHEFIVESERVICEQUALITYDIMENSIONSWEREDEFINEDTHEAPPENDIXAPANELOFEXPERTSHELPEDINCLASSIFYINGTHEFREELISTITEMSINTOFIVESERVICEQUALITYDIMENSIONSPANELTHEREFOREFACILITATEDENSURI

39、NGCONTENTVALIDITYFORSORTINGTHEITEMSPANELOBSERVEDTHEPRICEWITHREFERENCETOCOST,FEES,CHARGES,DISCOUNTS,ETCFIGUREDREPEATEDLYANDSOITWASCATEGORIZEDSEPARATELYASTHESIXTHDIMENSIONANDWASCALLED“FEES”FORALISTFORANYPARTICULARSERVICETYPE,WECOULDNOWGENERATETHERELATIVEIMPORTANCEMATRIXUSINGTALLYMARKSTHESEWERETHENCONV

40、ERTEDINTOPERCENTAGESCORESTHUS,WECOULDGETASCOREFOREACHDIMENSIONFOREACHSERVICETYPETABLEIIISIMILARLY,THESCOREWERECALCULATEDFOREACHSERVICEPROCESSCATEGORY出处NIMITCHOWDHARYANDMONIKAPRAKASHPRIORITIZINGSERVICEQUALITYDIMENSIONSJMANAGINGSERVICEQUALITY，2007，17（5）,2007PP493509标题服务质量方面的优先次序译文在“客户时代”，提供优质服务被认为是一种在

41、这个竞争激烈的环境中成功和生存的必要策略，DAWKINS和REICHHELD，1990；PARASURAMAN等，1989REICHHELD和SASSER，1990；ZEITHAML等，1990。服务质量由什么构成已引起了世界各地研究人员的关注，争论仍在继续。即使研究人员继续争论服务质量的决定因素，一些重要问题仍没有答案。是否存在一种普遍的因素通过一部分服务来确定其服务质量服务特点是否在顾客期望得到的某一特定的交易中得到体现是否因为他们必须以特定方式的交易而使服务存在内在的差异，并且影响顾客认为什么是重要的实践人员继续寻找关于什么构成服务质量的建议和意见，此外，如果他们倾向于通过改变自己的服务

42、特点来重新定位他们的服务,例如,通过增加或减少客户联络的确定性等。什么是运作模式特征的决定因素，他们共同构成服务质量本文是为了证明不同的服务会提供特殊服务特征来回报客户独有的期望这些不同于其他服务类型。本文还打算检验服务质量的决定因素是否会表现出一些可预见的行为，一些不同的标准导致不同的服务类型。本文首先通过对服务质量的影响因素的讨论研究，然后,有一个对于以服务性差异为基础的服务分类的小讨论。JOHNSTON1995表明,一个紧迫的问题是在服务的调查研究之前涉及到服务质量的决定因素的认定。这应该是服务管理人员及实践工作者主要关心的事，因为确定服务质量的决定因素对于指定测量、控制和改进消费者感知

43、服务质量是必须的。在20世纪80年代，早期的研究侧重于确定什么样的服务质量意味着满足客户的期望的客户和发展战略（PARASURAMAN等，1985）。在欧洲，特别是北欧学校，早期市场营销的开拓者认为，服务质量由两个或三个潜在的基本要素组成。莱赫蒂宁和莱蒂恩（1985）提到的物质和质量的交互作用，同时GRONROOS（1984年）确定了技术层面，功能层面和公司形象的二维图像作为第三维度。在随后几年中，PARASURAMAN等（1988）发表质量建设的实证分析的五个服务行业，这五个方面提出了更为方便捕捉感知的服务质量。服务管理的基础上开拓工作的学校，特别是北欧和基督教格罗鲁，他们建立了以服务质量为

44、核心的市场营销。他们的标志性文章在1985年提到消费者的认知与期望之间存在差距的服务质量概念（PARASURAMAN等，1985年）并且激励了许多其他研究人员检查以营销为前提的服务质量（BERRY等，1985）。然而，他们的贡献已没有挑战性了。这利益大部分是以服务质量差距模型为中心的（PARASURAMAN等，1985），特别是SERVQUAL量表以衡量服务质量（PARASURAMAN等，1988年）。许多使用SERVQUAL量表的研究人员已经证实了聚合的基础的存在，其收敛与区别效度，不同的绩效的使用，和负效应项目的使用（CARMAN，1990BABAKUS和BOLLER，1992，PETER

45、等，1993；BUTTLE，1995）。JOHNSTON和SILVESTRO（1990）继续从客户的角度补充了12个服务质量特性。这就是区别于五个服务质量的额外因素助人为乐，爱护，承诺，功能性，完整性，以及精炼。其他一些作家也假设了他们认为的服务质量的影响因素，尽管在某些情况下，他们似乎是在BERRY等人（1985）已经完成的很好的工作基础上出现的。最近，连仪器的开发都具有三维结构的证据确认。因此，尽管对于分析SERVQUAL测量尺寸作了“许多”研究，但“在相互关系的数量和尺寸上没有明确的共识。”这种不确定性阻碍了我们对服务质量的理解，且导致对SERVQUAL在今后研究使用的疑虑。它也表明，对

46、于有关开发商感知服务质量的优先次序，特别是作为发展者的SERVQUAL仍然需要做相当数量的研究（PARASURAMAN等，1994）。CHOWDHARY和PRAKASH（2001）提出了两个因素的理论这是一个更详细的理论，其中需要考虑的每一个因素都是相互关联的，而不是独立的。他们提供证据来支持已被早期研究者丢弃的的二因素服务理论。他们争议这些因素和其成果之间的差别。这项研究描述这两个因素为”有利因素和优势因素。”市场所需要的是选择性的，表现为有利因素和其他因素的排位赛。两者的性质不同，需要区别对待。维数的相对重要性。PARASURAMAN等（1988）观察发现，他们的工具（SERVQUAL）可

47、用于评估维数在影响客户感知的整体服务质量方面的重要性。相对重量，是客户似乎要指定到每个质量层面才能确定。在早期对于相对重要性的研究中的其中一个重要的研究成果是指客户对于他们的期望值和服务质量属性的直接排名的重要性相对较满意。在一个关键的研究中（PARASURAMAN等，1988），信任被证明是最重要的因素，而同情（理解和接近的综合）在各种各样的服务类型中看似最不重要。ZEITHAML等（1990）也指出，使用SERVQUAL的变化性一贯被认为是不重要的。在这儿，一个与此相关的问题是，这样的概括是否是合理的。CHOWDHARY（2000）认为这样概括是困难的，因为服务的基本性质的变化（劳动或资本

48、密集度）和行业类型对服务设计的影响。对于劳动密集型产业，共感和响应性被认为是更重要的，而在重要的集约型服务中，有形资产和可靠性资本会影响质量维数的评定。这也证实了由类似的研究对“管理教育”得出的结论中最重要的一维数是所学的知识（保险）。独特的销售服务主张能够围绕不同的标准编织起来（实质性，定制化，劳动强度等）。这样的标准有可能反过来成为关键的业绩标准。不同的用户群体可以看到每种类型的服务在不同层面上又反过来演变为不同维数的一些因素。在这些因素中，有些是关键因素（成功的关键因素）以及对于消费者来说相对更重要的。一些成功的关键因素可能同时对于这些用户群体来说是重要的，尽管这些方面的相对重要性可能从

49、一组用户到另一组会有所不同。可能也会有一个消费者偏好的整体性的转变，例如，从“医疗保健”，通过“病人护理”，再到“医院护理”，只为了消费者的健康保健。它们的重要性从一个消费者到另一个也会有所不同。服务类型服务的分类自80年代初就已经提出。不同的作者以不同的分类准则为基础有着不同的建议。其中四个是没有意义的CHASE（1978），CHASE和TANSIK（1983），SCHMENNER（1986），WEMMERLOV（1990）和LOVELOCK（1983）。CHASE以顾客接触的交易服务的范围进行分类。SCHMENNER的服务分类使用两个维度，一方面是互动和客户化的程度（广义为“接触”），以及另一方面的劳动强度的程度。WEMMERLOV（1990）最近提出了一个分类方案，即分化的变量是加工程序的常规化程度，服务过程中的“对象”，以及顾客联系。他的联系的操作性不同于CHASE和SCHMENNER，他重新将它定义为“直接”“间接”或“否”的客户联系，而不是简单的“高”或“低”。LOVELOCK（1983）提出将服务分为四个有特色的类别，依据是这个服务机构实际上是如何操作的以及它是如何处理和执行某一任务的。一个服务机构也许会为个体客户提供服务，或者两者择一，它可能是为他们自身的产物服务。此外，服务可能是物质的，例如，剪头发或者乘火车旅行。另外，该服务