Exploring effects of personal values on consumer evaluation of service quality: an empirical study

Angelos Pantouvakis, Spiros Gounaris, Kalliopi Chatzipanagioti

Research output: Contribution to conferencePaper

Abstract

This research examines the effects of personal values measured by Schwartz Value System on the five dimensions of service quality as introduced by SERVQUAL in an attempt to provide a deeper understanding of how and why customers judge service quality. Data from 1500 mobile phone users provide evidence that customers may be grouped in 4 clusters according to their values and that those clusters clearly moderate the importance of SERVQUAL dimensions on assessing overall service experience. Service firms have to move beyond service attributes and incorporate their customers’ values to form an excellent experience.
Original languageEnglish
Publication statusAccepted/In press - Jun 2014
Event43rd EMAC Annual Conference - Valencia, Spain
Duration: 3 Jun 20146 Jun 2014
http://www.emac2014.eu/

Conference

Conference43rd EMAC Annual Conference
CountrySpain
CityValencia
Period3/06/146/06/14
Internet address

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Keywords

  • Schwartz Value System
  • SERVQUAL
  • personal values
  • consumer values
  • consumer behaviour

Cite this

Pantouvakis, A., Gounaris, S., & Chatzipanagioti, K. (Accepted/In press). Exploring effects of personal values on consumer evaluation of service quality: an empirical study. Paper presented at 43rd EMAC Annual Conference, Valencia, Spain.