AMTP Proceedings 2011

The Dimensions Of Materialism: A Comparative Analysis Of Four Materialism Scales

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date

2011

Copyright

This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.

Abstract

This paper examines the flexibility of the customers' perception/expectation gap measurement, known as Gap 5 of the SERVQUAL model of PZB. The paper proposes a modified method to restructure the gap’s instrumental measurement approach, in order to fit into the managerial perspective of the end-users. The introduced method acknowledges X-bar chart technique for data analysis of perception minus expectation of the traditional service feedback surveys, measuring the service quality gap and as a built-in control tool to track the variability of the perceived service over a span of time against predetermined and measured customers' expectation.

DOI

10.20429/amtp.2011.17

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

This document is currently not available here.

Share

COinS