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

Angelos Pantouvakis; Spiros Gounaris; Kalliopi Chatzipanagioti

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

Angelos Pantouvakis, Spiros Gounaris, Kalliopi Chatzipanagioti

Marketing

Research output: Contribution to conference › Paper › peer-review

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 language	English
Publication status	Accepted/In press - Jun 2014
Event	43rd EMAC Annual Conference - Valencia, Spain Duration: 3 Jun 2014 → 6 Jun 2014 http://www.emac2014.eu/

Conference

Conference	43rd EMAC Annual Conference
Country	Spain
City	Valencia
Period	3/06/14 → 6/06/14
Internet address	http://www.emac2014.eu/

Keywords

Schwartz Value System
SERVQUAL
personal values
consumer values
consumer behaviour

Access to Document

http://www.emac2014.eu/

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Cite this

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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{\textquoteright} values to form an excellent experience. ",

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AB - 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.

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KW - SERVQUAL

KW - personal values

KW - consumer values

KW - consumer behaviour

UR - http://www.emac2014.eu/

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ER -