Service quality in the Australian advertising industry: a methodological study

Article Abstract:

Two measurement tools employed by Australian advertising agencies in determining customer perceptions namely, SERVQUAL and SERVPERF are analyzed. The study shows that SERVPERF can best predict service quality over SERVQUAL. Moreover, the evaluation of SERVQUAL can be parralleled with SERVPERF but in the end the application of both methods to one agency and one set of customers gives the information on which to act. Or else, more scientific approaches to measuring quality will be needed.

Advertising agencies, Analysis, Australia, Evaluation, Measurement, Customer service, Consumer behavior

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Increasing the persuasiveness of a service guarantee: the role of service process evidence

Article Abstract:

Research into service guarantees is given. This paper gives a conceptual and empirical look at service guarantees. The research finds that the guarantee is more persuasive when service providers include evidence of their service.

United States, Research, Warranty, Services industry, Service industries

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