Question order effects in measuring service quality

• Autores: Carol W. DeMoranville, Carol C. Bienstock
• Localización: International journal of research in marketing, ISSN 0167-8116, Vol. 20, Nº 3, 2003, págs. 217-231
• Idioma: inglés
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• Resumen

  • Service quality measurement plays an important role in assessing service performance, diagnosing service problems, managing service delivery, and determining employee and corporate rewards. This study examined question order effects on service quality measurement of three services, banking, hair salons, and dental services. We found assimilation effects for overall service quality items in banking and hair salons, and contrast effects for specific questions (SERVQUAL) in banking. Furthermore, the difference in SERVQUAL means was the result of changes in the performance items, not the expectations items. The results highlight the importance of academic researchers and practitioners considering question order when designing and administering service quality questionnaires. Future research should examine the generalizability of these results across other service industries.