Service quality appraisal: a study of interactions

Abstract

Customer satisfaction or dissatisfaction is a direct response from the appraisal of service quality (SQ) attributes. The purpose of this study is to discuss and test for interactions in customers’ appraisal of SQ attributes. A theoretical framework was developed to identify the types of interactions between SQ attributes. A survey was then administered to 203 shippers in Singapore. Subsequently, interactions between SQ attributes were empirically tested using customer satisfaction as the outcome criterion. As compared to linear models, the use of interaction models yielded a 10% increase in their explanatory power on customer satisfaction. Interactions between the SQ attributes generated additive, compensatory, or synergistic effect on customer satisfaction. The results imply that satisfaction derived from the appraisal of a SQ attribute is moderated by the perceived performance of other SQ attributes. To optimise customer satisfaction, interaction effects should be considered in the management of service features. This paper is one of the few studies that examines interactions in customers’ appraisal of SQ attributes. The proposed framework contributes to new theories on consumer satisfaction evaluation and SQ management.