Abstract
Consumers' perceptions of service quality are highly qualitative as well as subjective. Individual variation exists in the meaning of “low,” “medium,” or “high” levels of service quality. A framework for quantifying the service quality dimension levels for technical support service is presented in the current study. Results are combined with the utility values of the dimension levels obtained through conjoint analysis. Customers' behavioral intentions subsequent to the quality of the technical support they experience are also found empirically. The methodology presented in this research can be used in improving the comprehensibility and quantification of service quality.
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