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Servicequalityandmarketingperformanceinbusiness-to-businessmarkets:

exploringthemediatingroleofclientsatisfaction

原文:

Keywords

Servicequalityassurance,Productquality,Informationsystems,

Business-to-businessmarketing,Customerloyalty,Customersatisfaction

Abstract

Drawingonrelevantliterature,theauthorsempiricallytestamodelofbusinessloyaltyinasampleof234clientsofinformationsystemssuppliers,integratingtheconceptsofservicequality,satisfaction,andloyalty.Thestudybuildsonrecentadvancesinservicesmarketingtheoryandassessestherelationshipsunderlyingtheidenti?

edconstructsinthespeci?

cindustry.AclearpatternofservicequalitydimensionsisestablishedfollowingtheGronroosconceptualisation.Severalimportant?

ndingsarereported,includingtheempiricalveri?

cationofthemediatingroleofindustrialsatisfactionintheformationofloyaltyattributes.Industrialsatisfactionfullymediatestherelationshipbetweenaccessibilityandloyaltyandpartiallymediateslatentconstruct’srelationshipwithtechnicalassistanceanddeliveryservice.Theresultsproviderobustevidenceconcerningthedirecteffectofindustrialsatisfactiononloyalty,accessibility,delivery,andproductreliabilityasantecedentsofindustrialsatisfaction.

Introduction

Theadventofrelationshipmarketingandtheincreasedcompetitionthathascharacterisedmarketsoverthepast30yearshasresultedinconsumersatisfactionandrelatedresearchconstructsbecomingcentraltopicsintheservicesliterature.Particularattentionhasbeengiventotheconceptualisationandmeasurementofthevariablesofqualityandsatisfaction.ThesevariablesarecentraltomodernmarketingtheoryandpracticeasprincipalindicatorsofmarketingperformanceBabinandGrif?

n,1998;

Walker,1995;

JonesandSuh,2000.TheimportanceofstudyingandunderstandingthesetworelatedvariablescanbeillustratedbytheirrelationwithbehaviouralintentionsandloyaltyNewmanandWerbel,1973;

LaBarberaandMazursky,1983;

CroninandTaylor,1992;

Rustetal.,1995;

Singh,1990;

TaylorandBaker,1994;

Zeithamletal.,1996.

Althoughnumerousstudieshavemadeanefforttoclarify,conceptualise,andmeasuretheseconstructsinabusiness-to-consumerenvironment,inabusiness-to-businessB2Bcontexttherecontinuestobedebateregarding:

theidenti?

cationofthevariablesresponsibleforexternaleffects;

theformand/orstrengthoftherelationshipsbetweenthem;

andthepresenceofinteractionormediationaleffectsbetweenthem.ThereisalargebodyofcontradictoryempiricalevidenceSchellhaseetal.,1999;

Parasuraman,1998.Inassessingtheeffectsofperceivedquality,manyresearchershavesuggesteditspositivein?

uenceonloyaltyCarman,1990;

Parasuramanetal.,1985,1988;

Bouldingetal.,1993.However,recent?

ndingsdemonstratethatthiscorrelationiseithernotsigni?

cantormediatedbysatisfactionCroninandTaylor,1992;

SprengandSingh,1993;

Croninetal.,2000ThepaucityofresearchassessingqualityandsatisfactioninB2Bmarketshascreatedaneedforconceptualandempiricalresearchto:

establishapatternofdimensionsthatformulatethequalityperceptionsofindustrialbuyers;

de?

netheconceptofindustrialsatisfactionandclarifyitsrolewithinaB2Bservicesframework;

establishtheoreticalandempiricallinksbetweenthesetwoconstructsintermsofindustrialbehaviouralintentionsandloyaltylevels;

andidentifyanappropriatemethodofmeasuringtheconstructsinvolvedOneofthemainobjectivesofthepresentresearchwastoclarifythecontradictoryevidencewithrespecttotherelationshipsamongtheconceptsofservicequality,industrialsatisfaction,andloyalty,andtoprovideevidenceofthemediatingroleofindustrialsatisfactionInparticular,thepurposesofthepresentstudywere:

todevelopavalidatedinstrumentofloyaltymeasurementusingthekeyconstructsofqualityperceptionsandindustrialsatisfaction;

tocreatethetheoreticalbasisuponwhichhypothesescanbeformulatedconcerningthevariablesofperceivedquality,industrialsatisfaction,andloyalty;

toexploreandidentifyastablepatternofthedimensionsofqualityperceptionsinanindustrialcontext;

andtotestthehypothesesandthemediatingroleofindustrialcustomersatisfactionempiricallyThepresentpaperbeginswithanexaminationoftheliteraturepertainingtoeachoftheconceptsinvolvedandthepresentationofthestudy’sconceptualframework.Themethodologyemployedinthisresearchisthenexplainedandthestudyresultsarepresentedanddiscussed.Finally,conclusionsandmanagerialimplicationsofthestudyareprovidedandasetoffutureresearchdirectionsisexamined,asarethelimitationsofthisstudy.

Literaturereview

Servicequality

Intheservicesmarketingliterature,theservice-qualityconstructisacontroversialtopicBradyandCronin,2001;

Zeithaml,2000;

Zins,2001;

RustandOliver,1994;

Lapierreetal.,1996.Inthebusiness-to-consumerliterature,researchershaveadoptedthreebroadconceptualisations.The?

rst,proposedbyGro¨

nroos1982,1984,de?

nedthedimensionsofservicequalityinglobaltermsasbeingfunctionalandtechnical.Thesecond,proposedbyParasuramanetal.1988,identi?

edservice-qualitydimensionsusingtermsthatdescribeservice-encountercharacteristicsreliability,responsiveness,empathy,assurances,andtangibles.Thethird,proposedbyRustandOliver1994,consideredoverallperceptionofservicequalitytobebasedonthecustomer’sevaluationofthreedimensionsofserviceencounters:

thecustomer-employeeinteraction,theserviceenvironment,andtheserviceoutcome.Itisnotclear,however,whichoftheseconceptualisationsanddimensionalpatternsarethemostappropriatetouseBradyandCronin,2001;

RustandOliver,1994.

Industrialsatisfaction

Althoughmanufacturersandretailersconsidersatisfactiontobeakeyvariable?

indicativeofthesuccessorfailureofabusinessrelationship?

areviewofthepertinentliteraturereveals:

.alackofaconsensusde?

nitionforconsumersatisfaction?

thusposingseriousproblemsforresearchersintermsofconceptualisation,operationalisation,andmeasurementBabinandGrif?

WoodruffandGardial,1996;

GieseandCote,2000;

andalackofacomprehensive,theoreticallybased,empiricalresearchstreamSchellhaseetal.,1999.

InB2Bmarkets,theprincipaldifferencesamongend-consumersarisefromthedecision-makingunitevaluatingtheproductorservice.Whenconsideringthesatisfactionofanindustrialclient,itisnecessarytoevaluatethesatisfactionofthedifferentconstituentsofthebuyingcentrewhoareincontactwiththeindustrialsupplierParasuraman,1998.Eventhoughtheindividualmembersofabuyingcentreareguidedbythecompany’sobjectives,theyhavetheirownmotivationsandobjectivesandevaluatetheperformanceoftheproductorserviceaccordingtotheirownreferencestandardsAndersonandNarus1990,intheirefforttomodelmanufacturer-distributorrelationships,de?

nedsatisfactionasapositive,affectivestateresultingfromtheappraisalofallaspectsofa?

rm’sworkingrelationshipwithanother?

rm.Thisde?

nitionpositsthatsatisfactionunderstoodasaffectivecanbecontrastedwithanobjectivesummaryassessmentofoutcomes?

therebyformingatarget-performancecomparisonmechanism.Ifexpectationsareexceededbyperformance,satisfactionisgeneratedChurchillandSurprenant,1982;

BeardenandTell,1983;

LaBarberaandMazurskyPreviousresearchhasusedvariousmethodsofsatisfactionmeasurement.ObjectivemeasuresofsatisfactionhaveincludedtheacquisitionofdataonvariablessuchasmarketshareandloyaltyasindicatorsofclientsatisfactionOliver,1980;

OliverandSwan,1989.Duetothesuspectvalidityofobjectivemeasures,informationonsatisfactioncanalternativelybecollectedonasubjectivebasis.Attribute-orientedproceduresacquiredataonsatisfactionindirectlybyusingindicatorssuchascomplaints?

guresOliver,1980;

BeardenandTell,1983Explicitapproacheshavedirectlymeasuredsatisfactionusingsingleoverallormultidimensionalscales.Usingthesescales,overallsatisfactionisanaggregationofallprevioustransaction-speci?

cevaluationsandisupdatedaftereachspeci?

ctransaction?

inmuchthesamewayasexpectationsofoverallservicequalityareupdatedaftereachtransactioninabusiness-to-consumerenvironmentBouldingetal.,1993.Transaction-speci?

csatisfactionmightnotbeperfectlycorrelatedwithoverallsatisfaction?

becauseservicequalityislikelytovaryfromexperiencetoexperience,especiallyinanindustrialcontext.OverallsatisfactioncanbeviewedasamovingaveragethatisrelativelystableandsimilartoanoverallattitudeParasuraman

etal.,1994Afterthoroughinterviewswithprofessionalsintheareaunderinvestigation,itwascleartothepresentresearchersthatnoneoftheexistingde?

nitionsdepictedtheelementsofbuyingcentresandrelationshipevolvementovertime.Thepresentresearchersthereforedecidedtoadaptthecumulativede?

nitionofindustrialsatisfactionofChumpitaz1998:

Industrialsatisfactionisanoverallevaluationofthetotalpurchase,useandrelationshipsexperiencewithaproductorserviceovertime,asexpressedbymembersofthebuyingdecisioncentre.

Thisde?

nitionprovidedthebasisforconceptualisingandmeasuringeffectivelytheindustrialsatisfactionconstructinthepresentstudy.

Toconceptualiseperceivedservicequality,Oliver1993distinguishedbetweenqualityandsatisfactionbynotingthatthedimensio