Linking the customer contact model to service quality

Andreas C. Soteriou · Richard B. Chase

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Customer Service Quality and Loyalty Service and Product Innovation Emotional Labor in Professions

Abstract

Abstract One of the defining characteristics of services is the existence of some form of contact between the customer and the service firm during the service production process. In the 1980s, customer contact (CC) became an important dimension in virtually all service taxonomies. Its importance to perceived service quality (SQ) was also recognized, but the direct linkage between CC and SQ was difficult to determine without an operational definition of CC. In 1995, Kellogg and Chase addressed this issue and developed an empirically derived operational measure of contact. In this paper, we employ the Kellogg/Chase measures as the basis for a conceptual model linking the CC dimensions of communication time and intimacy with SQ. We assert that ‘desirable’ levels of these contact dimensions do exist and present hypotheses as to the nature of their relationship. We report results from an empirical study undertaken in a hotel environment which support the existence of such desirable contact levels. Managerial implications and future research are also discussed.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1963Experimental and Quasi-Experimental Designs for Research 1992Measuring Service Quality: A Reexamination and Extension 1976Educational Organizations as Loosely Coupled Systems 1979Statistics for Experimenters 1994Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research 1994SERVPERF versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality

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