Although the augmented service offering model is a popular descriptive paradigm in marketing, little research has been done to empirically test its relationships with service quality in the service industries. The augmented service offering includes the core services and peripheral services offered by the firm, the service delivery system used to deliver these services, and the related promotional communications with customers. The present research investigates the relationships between these elements of the augmented service offering on one hand, and both measures of actual objective service quality and customer-perceived service quality on the other In general, the results imply the importance of a consumer behavior focus for managing, modeling, or doing research on the augmented service offering. The results also strongly support contingency theory, in that augmented service dynamics and managerial recommendations depend on whether objective service quality or customer-perceived service quality is being considered.
Get full access to this article
View all access options for this article.
References
1.
Andreasen, Alan R.1977. "A Taxonomy of Consumer Satisfaction/ Dissatisfaction Measures."Journal of Consumer Affairs11 (Winter): 11-24.
2.
Assmus, Gert
, John U. Farley, and Donald R. Lehmann. 1984. "How Advertising Affects Sales: Meta-Analysis of Econometric Results."Journal of Marketing Research21 (February): 65-74.
3.
Bateson, John E. G.1985. "Perceived Control and the Service Encounter." In The Service Encounter. Eds. John A. Czepiel, Michael R. Solomon, and Carol F. Surprenant.Lexington, MA: Lexington Books, 67-82.
4.
Bateson, John E. G.
and M.K.H. Hui.1987. "Perceived Control as a Crucial Perceptual Dimension of the Service Experience: An Experimental Study." In Add Value to Your Service. Ed. Carol F. Surprenant.Chicago, IL: American Marketing Association, 190-193.
5.
Bearden, William O.
and Jesse E. Teel. 1983. "Selected Determinants of Consumer Satisfaction and Complaint Reports."Journal of Marketing Research20 (February): 21-28.
6.
Bitner, Mary Jo
, Bernard M. Booms, and Mary S. Tetreault. 1990. "The Service Encounter: Diagnosing Favorable and Unfavorable Incidents."Journal of Marketing54 (January): 71-84.
7.
Bolton, Ruth N.
and Randall G. Chapman. 1989. "The Structure of Customer Complaint Behavior in the Airline Industry." In Academy of Marketing Science Conference Proceedings, Coral Gables, FL, 546-551.
8.
Bolton, Ruth N.
and James H. Drew. 1991. "A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes."Journal of Marketing55 (January): 1-9.
9.
Brown, Stephen W.
and Teresa A. Swartz. 1989. "A Gap Analysis of Professional Service Quality."Journal of Marketing53 (April): 92-98.
10.
Carlzon, J.1987. Moments of Truth. Cambridge, MA: Ballinger.
11.
Clarke, Daryl G.1976. "Econometric Measurement of the Duration of Advertising Effect on Sales."Journal of Marketing Research13 (November): 345-356.
12.
Cunningham, Larry F.
and Richard Brand. 1989. "Evaluating the Effectiveness of DOT's Air Travel Consumer Report."Transportation Quarterly43 (October): 591-607.
13.
Day, Ralph L.
and E. Laird Landon, Jr.1977. "Toward a Theory of Consumer Complaining Behavior." In Consumer and Industrial Buying Behavior. Eds. Arch Woodside, Jagdish Sheth, and Peter Bennett.New York: Elsevier North-Holland, 425-437.
14.
Dodds, William B.
and Kent B. Monroe. 1985. "The Effect of Brand and Price Information on Subjective Product Evaluations."In Advances in Consumer Research. Vol. 12. Eds. Elizabeth C. Hirschman and Morris B. Holbrook.Provo, UT: Association for Consumer Research, 85-90.
15.
Douglas, George W.
and James C. Miller III.1974. Economic Regulation of Domestic Air Transport: Theory and Policy. Washington, DC: Brookings Institution.
16.
Droge, Cornelia and Diane Halstead
. 1991. "Postpurchase Hierarchies of Effects: The Antecedents and Consequences of Satisfaction for Complainers versus Non-Complainers."International Journal of Research in Marketing8: 315-328.
17.
Drucker, Peter
. 1993. "Activity-Based Accounting."Boardroom Reports (June 1).
Eads, George
, Marc Nerlove, and William Raduchel. 1969. "A Long-Run Cost Function for the Local Service Airline Industry: An Experiment in Non-Linear Estimation."The Review of Economics and Statistics51: 258-270.
20.
Garvin, David A.1983. "Quality on the Line."Harvard Business Review61 (September-October): 65-73.
21.
Garvin, David A.1987. "Competing on the Eight Dimensions of Quality."Harvard Business Review65 (November-December): 101-109.
22.
Gronroos, Christian
. 1978. "A Service-Oriented Approach to Marketing of Services."European Journal of Marketing12: 588-601.
23.
Gronroos, Christian
. 1984. "A Service Quality Model and Its Marketing Implications."European Journal of Marketing18: 36-44.
24.
Gronroos, Christian
. 1989. "A Relationship Approach to the Marketing Function in Service Contexts: The Marketing and Organizational Behavior Interface."Journal of Business Research20(1): 3-11.
25.
Gronroos, Christian
. 1990. Service Management and Marketing. Lexington, MA: Lexington Books.
26.
Halstead, Diane Marie. 1990. "Variations in Consumer Postpurchase Responses: The Effects of Satisfaction Level and Complaining Behavior." Dissertation. Michigan State University.
27.
Jacoby, Jacob
and Jerry C. Olson, Eds. 1985. Perceived Quality. Lexington, MA: Lexington Books.
28.
Jeans, Mike
and Michael Morrow. 1989. "The Practicalities of Using Activity-Based Costing."Management Accounting67 (November): 42-44.
29.
Kotler, Philip
. 1976. Marketing Management: Analysis, Planning, and Control. Third Edition.Englewood Cliffs, NJ: Prentice-Hall.
30.
Langer, Elizabeth
and S. Saegert. 1977. "Crowding and Cognitive Control."Journal of Personality and Social Psychology35: 175-182.
31.
Larson, Lars L.
, Robert S. Bussom, William Vicars, and Lawrence Jauch. 1986. "Proactive versus Reactive Manager: Is the Dichotomy Realistic?"Journal of Management Studies23 (July): 385-399.
32.
Lee, Moonkyu
. 1989. "Contingency Approach to Strategies for Service Firms."Journal of Business Research19 (December): 293-301.
33.
Levitt, Theodore
. 1981. "Marketing Intangible Products and Product Intangibles."Harvard Business Review59 (May-June): 94-102.
34.
Lewis, Robert C.
and Bernard H. Booms. 1983. "The Marketing Aspects of Service Quality." In Emerging Perspectives on Services Marketing. Eds. Leonard L. Berry, G. Lynn Shostack, and Gregory D. Upah.Chicago, IL: American Marketing Association, 99-104.
35.
Lovelock, Christopher H.1983. "Classifying Services to Gain Strategic Marketing Insights."Journal of Marketing47 (Summer): 9-20.
36.
Maister, David H.1985. "The Psychology of Waiting Lines." In The Service Encounter. Eds. John A. Czepiel, Michael R. Solomon, and Carol F. Surprenant.Lexington, MA: Lexington Books, 113-123.
37.
Neter, John
, William Wasserman, and Michael H. Kutner. 1985. Applied Linear Models. Second Edition.Homewood, IL: Richard D. Irwin.
38.
Normann, Richard
. 1984. Service Management: Strategy and Leadership in Service Businesses. New York: Wiley.
39.
Ozment, John
and Douglas N. Chard. 1986. "Effects of Customer Service Variables on Sales: An Analysis of Historical Data."International Journal of Physical Distribution and Materials Management16: 37-45.
40.
Parasuraman, A.
, Valarie A. Zeithaml, and Leonard L. Berry. 1985. "A Conceptual Model of Service Quality and Its Implications for Future Research."Journal of Marketing49 (Fall): 41-50.
41.
Plunkett, J. J.
and B. G. Dale. 1988. "Quality Costs: A Critique of Some Economic Cost of Quality Models."International Journal of Production Research26 (November): 1713-1726.
42.
Stalk, George, Jr.
and Thomas M. Hout. 1990. Competing against Time: How Time-Based Competition Is Reshaping Global Markets. New York: Free Press.
43.
Swartz, Teresa A.
and Stephen W. Brown. 1989. "Consumer and Provider Expectations and Experiences in Evaluating Professional Service Quality."Journal of the Academy of Marketing Science17 (Spring): 189-195.
44.
U.S. Department of Transportation
. 1993a. Air Carrier Financial Statistics Quarterly. Washington, DC: U.S. Department of Transportation, Office of Airline Statistics.
45.
U.S. Department of Transportation
. 1993b. Air Carrier Traffic Statistics Monthly. Washington, DC: U.S. Department of Transportation, Office of Airline Statistics.
46.
U.S. Department of Transportation
. 1993c. Air Travel Consumer Report. Washington, DC: U.S. Department of Transportation, Office of Consumer Affairs.
47.
Zeithaml, Valarie A.1988. "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence."Journal of Marketing52 (July): 2-22.
48.
Zeithaml, Valarie A.
, Leonard L. Berry, and A. Parasuraman. 1988. "Communication and Control Processes in the Delivery of Service Quality."Journal of Marketing52 (April): 35-48.
49.
Zeithaml, Valarie A.
, Leonard L. Berry, and A. Parasuraman. 1993. "The Nature and Determinants of Customer Expectations of Service."Journal of the Academy of Marketing Science21 (Winter): 1-12.
