Abstract
While market theorists have devoted a great deal of effort to the conceptualization of service quality, the practical guidance available to service providers continues to be very limited. Utilizing the emerging role of a new marketing entity, the retail electric service provider, as an illustration, the article discusses how data envelopment analysis might be used to analyze service quality at the retail service level. Specific dimensions thought to influence consumers’ perceptions of the quality of retail electric energy services are identified, and the potential use of data envelopment analysis as a diagnostic tool for effective management of service quality by retail electric service providers is demonstrated. Generalization to different types of service providers is suggested. Empirical studies to develop practical guidance along this line of analysis are encouraged.
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