Prioritizing Service Quality Dimensions:A Neural Network Approach
One of the determinants of a firm-s prosperity is the
customers- perceived service quality and satisfaction. While service
quality is wide in scope, and consists of various dimensions, there
may be differences in the relative importance of these dimensions in
affecting customers- overall satisfaction of service quality.
Identifying the relative rank of different dimensions of service quality
is very important in that it can help managers to find out which
service dimensions have a greater effect on customers- overall
satisfaction. Such an insight will consequently lead to more effective
resource allocation which will finally end in higher levels of
customer satisfaction. This issue –despite its criticality- has not
received enough attention so far. Therefore, using a sample of 240
bank customers in Iran, an artificial neural network is developed to
address this gap in the literature. As customers- evaluation of service
quality is a subjective process, artificial neural networks –as a brain
metaphor- may appear to have a potentiality to model such a
complicated process. Proposing a neural network which is able to
predict the customers- overall satisfaction of service quality with a
promising level of accuracy is the first contribution of this study. In
addition, prioritizing the service quality dimensions in affecting
customers- overall satisfaction –by using sensitivity analysis of
neural network- is the second important finding of this paper.
[1] W. M. Lassar, C. Manolis, and R. D. Winsor, "Service quality
perspectives and satisfaction in private banking", Journal of Services
Marketing, vol. 14, no. 2, pp. 244-72, 2000.
[2] R. Bowen, and B. Hedges, "Increasing service quality in retail banking",
Journal of Retail Banking, Vol. 15, no. 3, pp. 21-8, 1993.
[3] R. A. Spreng, and R. W. Olshavsky, "A desires congruency model of
consumer satisfaction", Journal of the Academy of Marketing Science,
vol. 21, pp.169-77, 1993.
[4] A. Parasuraman, V. Zeithaml, and L. Berry, "A conceptual model of
service quality and its implications for future research", Journal of
Marketing, Vol. 49, pp. 41-50, 1985.
[5] A. Parasuraman, V. Zeithaml, and L. Berry, "SERVQUAL: a multipleitem
scale for measuring customer perceptions of service quality",
Journal of Retailing, Spring, pp.12-40. 1988.
[6] J. M. Carman, "Consumer perceptions of service quality: an assessment
of the SERVQUAL dimensions", Journal of Retailing, vol. 66, no. 1, pp.
33-55, 1990.
[7] J. L. Crompton, and K. J. Mackay, "Users- perceptions of the relative
importance of service quality dimensions in selected public recreation
programs", Leisure Sciences, vol. 11, pp. 367-75, 1989.
[8] J. J. Cronin, and S. A. Taylor, "Measuring service quality: a reexamination
and extension", Journal of Marketing, vol. 56, No. 3, pp.
55-68, 1992.
[9] C. Webster, "Can consumers be segmented on their service quality
expectations?", Journal of Services Marketing, vol. 3, Spring, pp. 35-53,
1989.
[10] A. G. Woodside, L. I. Fery, and R. T. Daly, "Linking service quality,
customer satisfaction, and behavioral intention", Journal of Health Care
Marketing, vol. 9, no.4, pp.5-17, 1989.
[11] J. R. Lehtinen, and O. Lehtinen, "Service quality: a study of quality
dimensions". working paper, Service Management Institute, Helsinki,
1982.
[12] V. S. Desai, and R. Bharati, "A comparison of linear regression and
neural network methods for predicting excess returns on large stocks",
Annals of Operations Research, vol. 78, pp. 127-163, 1998.
[13] R. S. Behara, W. W. Fisher, and J.G.A.M. Lemmink, "Modeling and
evaluating service quality measurement using neural networks".
International journal of operations & production management, vol. 22,
no. 10, pp. 1162-1185, 2002.
[14] B. R. Lewis, and V. W. Mitchell, "Defining and measuring the quality of
customer service". Marketing Intelligence & Planning, vol. 8, no. 6, pp.
11-17, 1990.
[15] R. N. Bolton, and J. H. Drew, "A longitudinal analysis of the impact of
service changes on customer attitudes", Journal of Marketing, vol. 55,
January, pp. 1-9, 1991.
[16] S. A. Taylor, and T. L. Baker, "An assessment of the relationship
between service quality and customer satisfaction in the formation of
consumers' purchase intentions". Journal of Retailing. vol.70, no. 2, pp.
163-78, 1994.
[17] S. W. Brown, and E. U. Bond, "The internal/external framework and
service quality: toward theory in services marketing", Journal of
Marketing Management, vol. 19, no. 4, pp. 49-67, 1995.
[18] K. Bahia, and J. Nantel, "A reliable and valid measurement scale for the
perceived service quality of banks". International Journal of Bank
Marketing, vol. 18, no. 2, pp. 84-91, 2000.
[19] C. Gronroos, Service management and marketing: managing the
moments of truth in service competition, Lexington: Massachusetts,
1990.
[20] L. S. Cook, and R. Verma, "Exploring the linkages between quality
system, service quality and performance excellence: service providers-
perspectives", Quality Management Journal, vol. 9, no. 2, pp. 44-56,
2002.
[21] R. K. Ramazani, "The Constitution of Islamic Republic of Iran", The
Middle East Journal, vol. 34, no. 2, 1980.
[22] A. Parasuraman, , V. A. Zeithaml, and L. L. Berry, "Refinement and
reassessment of the SERVQUAL scale". Journal of Retailing, vol. 67,
no. 4, pp. 42-50, 1991.
[23] C. P. Rao, and J. Ali, "Neural network model for database marketing in
the new global economy". Marketing Intelligence and Planning, vol. 20,
pp. 35-43, 2002.
[24] A. Vellido, P.J.G. Lisboa and J. Vaughan, "Neural networks in business:
a survey of applications (1992-1998), Expert Systems with
Applications. 17, pp.51-70, 1999.
[25] W. E. Sasser, R. P. Olson, and D. D. Wyckoff, Understanding service
operations, Management of service operations, Boston, MA: allyn &
bacon, 1978.
[26] M. Kumar, , F. T. Kee, and A. T. Manshor, Determining the relative
importance of critical factors in delivering service quality of banks,
Managing Service Quality, vol. 19, no. 2, pp. 211-228, 2009.
[27] D. V. Budescu, "Dominance analysis: a new approach to the problem of
relative importance of predictors in multiple regression", Psychological
Bulletin, vol. 114, no. 3, pp. 542-51, 1993.
[28] D. V. Budescu, and R. Azen, "Beyond global measures of relative
importance: some insights from dominance analysis", Organizational
Research Methods, vol. 7, pp. 341-50, 2004.
[29] Y. Ganzach, "Nonlinear Models of Clinical Judgment: Meehl's Data
Revisited", Psychological Bulletin, vol. 118, no. 3, pp. 422-429, 1995.
[30] N. Chowdhary, and M. Prakash, "Prioritizing service quality
Dimensions", Managing Service Quality, vol. 17, no. 5, 493-509, 2007.
[31] C. Gronroos, "Service quality model and its marketing implications-,
European Journal of Marketing, vol. 18, no. 4, pp.36-44, 1984.
[32] R. Johnston, "The determinants of service quality: satisfiers and
dissatisfies", International Journal of Service Industry Management, vol.
6, no. 5, pp. 53-71, 1995.
[1] W. M. Lassar, C. Manolis, and R. D. Winsor, "Service quality
perspectives and satisfaction in private banking", Journal of Services
Marketing, vol. 14, no. 2, pp. 244-72, 2000.
[2] R. Bowen, and B. Hedges, "Increasing service quality in retail banking",
Journal of Retail Banking, Vol. 15, no. 3, pp. 21-8, 1993.
[3] R. A. Spreng, and R. W. Olshavsky, "A desires congruency model of
consumer satisfaction", Journal of the Academy of Marketing Science,
vol. 21, pp.169-77, 1993.
[4] A. Parasuraman, V. Zeithaml, and L. Berry, "A conceptual model of
service quality and its implications for future research", Journal of
Marketing, Vol. 49, pp. 41-50, 1985.
[5] A. Parasuraman, V. Zeithaml, and L. Berry, "SERVQUAL: a multipleitem
scale for measuring customer perceptions of service quality",
Journal of Retailing, Spring, pp.12-40. 1988.
[6] J. M. Carman, "Consumer perceptions of service quality: an assessment
of the SERVQUAL dimensions", Journal of Retailing, vol. 66, no. 1, pp.
33-55, 1990.
[7] J. L. Crompton, and K. J. Mackay, "Users- perceptions of the relative
importance of service quality dimensions in selected public recreation
programs", Leisure Sciences, vol. 11, pp. 367-75, 1989.
[8] J. J. Cronin, and S. A. Taylor, "Measuring service quality: a reexamination
and extension", Journal of Marketing, vol. 56, No. 3, pp.
55-68, 1992.
[9] C. Webster, "Can consumers be segmented on their service quality
expectations?", Journal of Services Marketing, vol. 3, Spring, pp. 35-53,
1989.
[10] A. G. Woodside, L. I. Fery, and R. T. Daly, "Linking service quality,
customer satisfaction, and behavioral intention", Journal of Health Care
Marketing, vol. 9, no.4, pp.5-17, 1989.
[11] J. R. Lehtinen, and O. Lehtinen, "Service quality: a study of quality
dimensions". working paper, Service Management Institute, Helsinki,
1982.
[12] V. S. Desai, and R. Bharati, "A comparison of linear regression and
neural network methods for predicting excess returns on large stocks",
Annals of Operations Research, vol. 78, pp. 127-163, 1998.
[13] R. S. Behara, W. W. Fisher, and J.G.A.M. Lemmink, "Modeling and
evaluating service quality measurement using neural networks".
International journal of operations & production management, vol. 22,
no. 10, pp. 1162-1185, 2002.
[14] B. R. Lewis, and V. W. Mitchell, "Defining and measuring the quality of
customer service". Marketing Intelligence & Planning, vol. 8, no. 6, pp.
11-17, 1990.
[15] R. N. Bolton, and J. H. Drew, "A longitudinal analysis of the impact of
service changes on customer attitudes", Journal of Marketing, vol. 55,
January, pp. 1-9, 1991.
[16] S. A. Taylor, and T. L. Baker, "An assessment of the relationship
between service quality and customer satisfaction in the formation of
consumers' purchase intentions". Journal of Retailing. vol.70, no. 2, pp.
163-78, 1994.
[17] S. W. Brown, and E. U. Bond, "The internal/external framework and
service quality: toward theory in services marketing", Journal of
Marketing Management, vol. 19, no. 4, pp. 49-67, 1995.
[18] K. Bahia, and J. Nantel, "A reliable and valid measurement scale for the
perceived service quality of banks". International Journal of Bank
Marketing, vol. 18, no. 2, pp. 84-91, 2000.
[19] C. Gronroos, Service management and marketing: managing the
moments of truth in service competition, Lexington: Massachusetts,
1990.
[20] L. S. Cook, and R. Verma, "Exploring the linkages between quality
system, service quality and performance excellence: service providers-
perspectives", Quality Management Journal, vol. 9, no. 2, pp. 44-56,
2002.
[21] R. K. Ramazani, "The Constitution of Islamic Republic of Iran", The
Middle East Journal, vol. 34, no. 2, 1980.
[22] A. Parasuraman, , V. A. Zeithaml, and L. L. Berry, "Refinement and
reassessment of the SERVQUAL scale". Journal of Retailing, vol. 67,
no. 4, pp. 42-50, 1991.
[23] C. P. Rao, and J. Ali, "Neural network model for database marketing in
the new global economy". Marketing Intelligence and Planning, vol. 20,
pp. 35-43, 2002.
[24] A. Vellido, P.J.G. Lisboa and J. Vaughan, "Neural networks in business:
a survey of applications (1992-1998), Expert Systems with
Applications. 17, pp.51-70, 1999.
[25] W. E. Sasser, R. P. Olson, and D. D. Wyckoff, Understanding service
operations, Management of service operations, Boston, MA: allyn &
bacon, 1978.
[26] M. Kumar, , F. T. Kee, and A. T. Manshor, Determining the relative
importance of critical factors in delivering service quality of banks,
Managing Service Quality, vol. 19, no. 2, pp. 211-228, 2009.
[27] D. V. Budescu, "Dominance analysis: a new approach to the problem of
relative importance of predictors in multiple regression", Psychological
Bulletin, vol. 114, no. 3, pp. 542-51, 1993.
[28] D. V. Budescu, and R. Azen, "Beyond global measures of relative
importance: some insights from dominance analysis", Organizational
Research Methods, vol. 7, pp. 341-50, 2004.
[29] Y. Ganzach, "Nonlinear Models of Clinical Judgment: Meehl's Data
Revisited", Psychological Bulletin, vol. 118, no. 3, pp. 422-429, 1995.
[30] N. Chowdhary, and M. Prakash, "Prioritizing service quality
Dimensions", Managing Service Quality, vol. 17, no. 5, 493-509, 2007.
[31] C. Gronroos, "Service quality model and its marketing implications-,
European Journal of Marketing, vol. 18, no. 4, pp.36-44, 1984.
[32] R. Johnston, "The determinants of service quality: satisfiers and
dissatisfies", International Journal of Service Industry Management, vol.
6, no. 5, pp. 53-71, 1995.
@article{"International Journal of Business, Human and Social Sciences:49251", author = "A. Golmohammadi and B. Jahandideh", title = "Prioritizing Service Quality Dimensions:A Neural Network Approach", abstract = "One of the determinants of a firm-s prosperity is the
customers- perceived service quality and satisfaction. While service
quality is wide in scope, and consists of various dimensions, there
may be differences in the relative importance of these dimensions in
affecting customers- overall satisfaction of service quality.
Identifying the relative rank of different dimensions of service quality
is very important in that it can help managers to find out which
service dimensions have a greater effect on customers- overall
satisfaction. Such an insight will consequently lead to more effective
resource allocation which will finally end in higher levels of
customer satisfaction. This issue –despite its criticality- has not
received enough attention so far. Therefore, using a sample of 240
bank customers in Iran, an artificial neural network is developed to
address this gap in the literature. As customers- evaluation of service
quality is a subjective process, artificial neural networks –as a brain
metaphor- may appear to have a potentiality to model such a
complicated process. Proposing a neural network which is able to
predict the customers- overall satisfaction of service quality with a
promising level of accuracy is the first contribution of this study. In
addition, prioritizing the service quality dimensions in affecting
customers- overall satisfaction –by using sensitivity analysis of
neural network- is the second important finding of this paper.", keywords = "service quality, customer satisfaction, relativeimportance, artificial neural network.", volume = "4", number = "4", pages = "331-6", }