Dynamics in Service Quality Perceptions — A Longitudinal Approach to Evaluate the Outcome Dimension in Service Quality Perceptions

  • Claudia Klausegger
  • Dieter Scharitzer
Part of the Focus Dienstleistungsmarketing book series (FDM)


During the past decade much conceptual and empirical research has been done regarding customers’ perceptions of process- and outcome-related dimensions of services. In analyzing a number of empirical studies, we noticed that most of the research designs were based on cross-sectional measurement approaches. Those attempts usually neglect the potential dynamics in the customers’ evaluation of the services delivered over time.

This article presents the results of an empirical longitudinal project based on data collected at two different points in time. In our research an ex-post evaluation of the educational quality of an Austrian Business College was done by means of importance and performance ratings from the students’ point of view at two different times after finishing the undergraduate course.


Service Quality Customer Satisfaction Quality Perception Service Encounter Customer Perception 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Anderson, E.W./Fornell, C./Lehmann, D.R. (1994): Customer Satisfaction, Market Share, and Profitability: Findings From Sweden, in: Journal of Marketing, Vol. 58, No. 3, pp. 53–66.Google Scholar
  2. Boström, G.-O./Wilson, T. (1993): Changing Quality Perceptions Among Providers And Customers — Impact of a Service Enhancing Product in Professional Service Firms, in: EIASM Conference Proceedings (Part I): 3rd Workshop on Quality Management in Services, Helsinki, 3rd-4th May 1993, pp. 53–72.Google Scholar
  3. Danaher, P.J./Mattsson, J. (1994): Cumulative Encounter Satisfaction in the Hotel Conference Process, in: International Journal of Service Industry Management, Vol. 5, No. 4, pp. 69–80.Google Scholar
  4. Fisk, R.P. (1981): Toward A Consumption/Evaluation Process Model for Services, in: Donnelly, J.H./George, W.R. (eds.): Marketing of Services, AMA’s Special Conference on Services Marketing, Orlando, pp. 191–195.Google Scholar
  5. Fornell, C. (1992): A National Customer Satisfaction Barometer: The Swedish Experience, in: Journal of Marketing, Vol. 56, No. 1, pp. 6–21.Google Scholar
  6. Grönroos, C. (1993): Toward a third phase in service quality research: Challenges and future directions, in: Swartz, T.A./Bowen, D.E./Brown, S.W. (eds.): Advances in Services Marketing and Management, Vol. 2, London, pp. 49–64.Google Scholar
  7. Haller, S. (1995): Beurteilung von Dienstleistungsqualität, Wiesbaden.Google Scholar
  8. Liljander, V./Strandvik, T. (1994): The Nature of Relationship Quality, in: EIASM Conference Proceedings (Part II): 4th Workshop on Quality Management in Services, Marne La Vallee (Paris), 12–13th May 1994.Google Scholar
  9. Meyer, A./Domach, F. (1995): Nationale Barometer zur Messung von Qualität und Kundenzufriedenheit bei Dienstleistungen, in: Bruhn, M./Stauss, B. (eds.): Dienstleistungsqualität, 2. Auflage, Wiesbaden, pp. 429–453.Google Scholar
  10. Meyer, A./Mattmüller, R. (1987): Qualität von Dienstleistungen — Entwurf eines praxisorientierten Qualitätsmodells, in: Marketing ZFP, Vol. 9, No. 3, pp. 187–195Google Scholar
  11. Parasuraman, A./Zeithaml, V.A./Berry L.L. (1988): SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, in: Journal of Retailing, Vol. 64, No. 1, pp. 12–40.Google Scholar
  12. Scharitzer, D. (1994a): Dienstleistungsqualität — Kundenzufriedenheit, in: Topritzhofer, E. (ed.): Schriftenreihe “Forschungsergebnisse der Wirtschaftsuniversität Wien”, Wien.Google Scholar
  13. Scharitzer, D. (1994b): Measuring the Quality of Educational Services — A Process-Oriented Approach Comparing Two Measurement Scales, in: EIASM Conference Proceedings (Part II): 4th Workshop on Quality Management in Services, Marne La Vallee (Paris), 12–13th May 1994.Google Scholar
  14. Stauss, B. (1991): Dienstleister und die vierte Dimension, in: Harvard Manager Vol. 13, No. 2, pp. 81–89.Google Scholar
  15. Stauss, B. /Seidel, W. (1995): Prozessuale Zufriedenheitsermittlung und Zufriedenheitsdynamik bei Dienstleistungen, in: Simon, H./Homburg, C. (eds.): Kundenzufriedenheit: Konzepte — Methoden — Erfahrungen, Wiesbaden, pp. 179–203.Google Scholar
  16. Stauss, B./Weinlich, B. (1995): Process-oriented Measurement of Service Quality by Applying the Sequential Incident Method, in: EIASM Conference Proceedings (Part II): 5th Workshop on Quality Management in Services, Tilburg, 11th-12th May 1995.Google Scholar
  17. Zeithaml, V. A. (1981): How consumer evaluation processes differ between goods and services, in: Donelly H.J./George, W.R. (eds.): Marketing of Services. AMA Proceeding Series, Chicago, pp. 186–190.Google Scholar

Copyright information

© Springer Fachmedien Wiesbaden 1999

Authors and Affiliations

  • Claudia Klausegger
  • Dieter Scharitzer

There are no affiliations available

Personalised recommendations