toward a better understanding of service quality dimensions in b2b psos
TRANSCRIPT
TOWARD A BETTER UNDERSTANDING OF SERVICE QUALITY IN B2B PROFESSIONAL SERVICE ORGANIZATIONS
XAVIER WALTHOFF-BORMYVES VAN VAERENBERGHBART LARIVIERE
GHENT UNIVERSITY
TOWARD A BETTER UNDERSTANDING OF SERVICE QUALITY IN B2B PROFESSIONAL SERVICE ORGANIZATIONS
GHENT UNIVERSITY
THE IMPORTANCE AND RELEVANCE OF THIS STUDY
important part of global economy, yet, to date, service management research on service quality remains scant
majority of service quality models is based on traditional B2C service models
current body of knowledge on PSOs mainly focuses on B2C PSOs (e.g. healthcare) whereas the environment of B2B PSOs (e.g. business consulting) is different to a large extent
TOWARD A BETTER UNDERSTANDING OF SERVICE QUALITY IN B2B PROFESSIONAL SERVICE ORGANIZATIONS
GHENT UNIVERSITY
THE PURPOSE OF THIS STUDY
To investigate service quality in B2B professional service organizations (PSOs) in order to better align operations.
Propose a new and creative model of service quality that is grounded in the resource based view in conjuction with bounded rationality and knowlegde based theory
Explore different dimensions of service quality in B2B PSOs
THE OBJECTIVES OF THIS STUDY
SERVICE QUALITY DIMENSIONS IN B2B PROFESSIONAL SERVICE ORGANIZATIONS
THE THEORETICAL MODEL
“ PHYSICAL FACILITIES ARE NOT ONLY A CUE FOR THE EXPECTED SERVICE QUALITY, BUT ALSO INFLUENCE CUSTOMERS EVALUATION OF OTHER DIMENSIONS OF SERVICE QUALITY. “
SERVICE QUALITY DIMENSIONS IN B2B PROFESSIONAL SERVICE ORGANIZATIONS
THE THEORETICAL MODEL
CONCISE
COMPLETE
RELEVANT
APPROPRIATE
EASY TO INTERPRET
“ PRODUCT INFORMATION QUALITY PLAYS A KEY ROLE IN ORGANIZATION DECISION MAKING PROCESSES. ”
SERVICE QUALITY DIMENSIONS IN B2B PROFESSIONAL SERVICE ORGANIZATIONS
THE THEORETICAL MODEL
“ PRICE IS IMPORTANT IN THE BUYING PROCESS, HOWEVER, THE ASSURANCE OF SERVICE QUALITY IS PERCEIVED MORE EXCLUSIVE WHEN PRICES ARE HIGH. “
SERVICE QUALITY DIMENSIONS IN B2B PROFESSIONAL SERVICE ORGANIZATIONS
THE THEORETICAL MODEL
“ PERFORMANCE DIFFERENCES CAN BE ATTRIBUTED TO THE VARIANCE IN THE EXPERTS CAPABILITIES. ”
SERVICE QUALITY DIMENSIONS IN B2B PROFESSIONAL SERVICE ORGANIZATIONS
THE THEORETICAL MODEL
“ SHARING KNOWLEDGE CAN ENHANCE NOT ONLY THE CORPORATE REPUTATION BUT ALSO THE REPUTATION OF THE EXPERT. ”
SERVICE QUALITY DIMENSIONS IN B2B PROFESSIONAL SERVICE ORGANIZATIONS
THE THEORETICAL MODEL
“ EFFECTIVE COMPLAINT HANDLING CAN CONVERT AGGRIEVED CUSTOMERS INTO SATISFIED AND LOYAL ONES. “
DATA GATHERING
THE EMPIRICAL MODEL
WEST EUROPEAN SAFETY AUDIT FIRM
AUDIT FIRM’S INTERNAL RECORD
31% RESPONSE RATE – 275 CLIENTS(M-LEVEL)
SURVEY - QUESTIONNAIRE
RESULTS
THE EMPIRICAL MODEL
B=0.419 (p < 0.01)
B=0.128 (p < 0.05)
B=0.148 (p < 0.01)
ADJ. R2
0.577
TOWARD A BETTER UNDERSTANDING OF SERVICE QUALITY IN B2B PROFESSIONAL SERVICE ORGANIZATIONS GHENT UNIVERSITY
DISCUSSION NON SIGNIFICANT DIMENSIONS
PRICEvariance is low and knowledge is not unique (highly competitive market/commodity)
SERVICESCAPEservice is performed at the client
COMPLAINT HANDLINGlow level of client dissatisfaction (MOCS= 5.66; SD=0.77)
TOWARD A BETTER UNDERSTANDING OF SERVICE QUALITY IN B2B PROFESSIONAL SERVICE ORGANIZATIONS GHENT UNIVERSITY
CONTRIBUTIONS OF THIS STUDY
TOOLto allign operations according to customers perceived service quality dimensions
TOOLto evaluate professional serviceorganizations
CREATIVE APPROACHin identifying service quality dimensions