The Effects of Service Quality Dimensions on Customer Satisfaction ACRoss Different Service Types: Alternative Differentiation As a Moderator

Nai-Hwa Lien, National Taiwan University, Taiwan
Shu-Luan Kao, National Taiwan University, Taiwan
Customer satisfaction is an important indicator of corporate competitiveness. Previous studies have shown that perceived service quality is related to customer satisfaction. This study investigates the relative importance of service quality dimensions on customers’ satisfaction across utilitarian and hedonic services. The moderating effect of alternative differentiation on the quality/satisfaction relationship is also examined. The results indicate that technical quality is more influential on the satisfaction of utilitarian services, and functional quality is a more important determinant factor of satisfaction in hedonic services than in utilitarian services. The relationship between service quality dimensions and satisfaction varies with the degree of differentiation of other alternatives.
[ to cite ]:
Nai-Hwa Lien and Shu-Luan Kao (2008) ,"The Effects of Service Quality Dimensions on Customer Satisfaction ACRoss Different Service Types: Alternative Differentiation As a Moderator", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 522-526.