Service Quality and Choice Behavior

Abstract

Service quality is no longer the sole concern of service firms. Many firms realize that their offering may be partly a tangible product and partly intangible services. Domino's produces a tangible product (pizza) as well as providing intangible services (e.g., free delivery in 30 minutes or less). Therefore, the consumer evaluates the outcome (e.g., was the pizza tasty?) and the process (e.g., did the delivery person provide the pizza quick enough?) of service delivery. As a result, providing superior service is critical for tangible good and service firms. The impact on choice behavior of the process and outcome dimensions of service quality is investigated using a LOGIT model. It appears that no one dimension of service quality captures the complexity of choice; both process and outcome quality are important determinants of choice.

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