서비스 질에 대한 고객의 인식과 기대에 관한 연구 = Customers' Perceptions and Expectations of Service Quality

다국어 초록 (Multilingual Abstract)

In general, service quality judgements depend on how idividuals perceive the actual service performance within the context of what is expected. Parasuraman, Berry and Zeithaml propose that service quality is function of the magnitude and direction of the Expected Service-Perceived Service Gap. The service quality gap concept is the P-E gap identified by PZB(1985), operationally defined in terms of a "perceptions-minus-expectations" measurement framework.
The author examines important conceptual and definitional problems as currently specified in the service marketing literature. Then, recent research identifying measurement validity problems concerning the operationalization of the P-E measurement framework is reviewed. A review of the service quality literature indicates that it is conceptually unclear what the SERVQUAL expectations E concept represents. The E concept can be interpreted in two ways : (1) Under the E concept as an ideal standard, performance levels that exceed the ideal standard result in higher perceived service quality than performance levels that equal the ideal standard. (2) If E is interpreted to represent a feasible ideal point concept, a positive monotonic linkage between the P-E measure and perceived quality would not be excepted when the attributes invloved are finite ideal point.
The revised SERVQUAL E measurement request respondents to rate the service issues in tears of the degree to which they are essential When compared to the SERVQUAL P-E and normed quality frameworks, the evaluated performance framework is characterized by greater construct validity. The EP model proposed by Teas is designed to overcome some of the problems associated with the P-E gap conceptualization of service quality.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 서비스 질 측정 기준으로서의 고객의 기대와 인지도
• Ⅳ. 결어
• 참고문헌
• Abstract