Assessing ‘meta-services’: customer's perceived value and behaviour

Abstract

‘Meta-services’ are delivered by firms cooperating together through a network. How customers perceive such services has been scarcely studied. The main assumption here is that, after experiencing services delivered by networked firms, the consumers synthesise their perceptions in terms of the perceived value of the network and that this global assessment will better announce behavioural intentions than the commonly used satisfaction index. Passengers travelling on long-haul flights with a global airline alliance experience such ‘meta-services’ and were questioned through a dedicated survey to test a structural equation model. Most hypotheses are not contradicted by the data. Unlike most recent studies referring to perceived value, this concept is seen here as one-dimensional and is measured by a rather simple scale. This allows distinguishing the value concept from its determinants. Specific variables, such as effective coordination, information and harmonisation, proved also to be useful when measuring customers’ valuation of ‘meta-services’.

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