Index of Paper Presentations for the Parallel Sessions - Academy of ...

The model shown in the above figure is a modification of the „Service Quality Model' developedby Parasuraman et al. (1985). The model explains the gap between the 'expected customerservice,' which is determined by personal needs, past experience and word-of-mouthcommunication, and the 'perceived customer service'. The gap can be minimized by a supplier byimproving the perceived service quality of the offering, which means enhancing the quality ofcore goods or services, basic customer service, and supplementary service. The role of quality ofbasic customer service is important in improving the overall quality of the supplier's offering.This aspect is highlighted in the model and the study, and should be taken up for testing insubsequent studies.References:Crosby, P.B. (1979), Quality is Free: The Art of Making Quality Certain, NY: New AmericanLibrary.Garvin, D.A. (1983), ―Quality on the Line,‖ Harvard Business Review, 61 (Sept-Oct), 65 - 73.Gronroos, C (1982), ―Strategic Management and Marketing in the service sector‖, SwedishSchool of Economics and Business Administration.Harris, E. K. (2000), Customer Service -A Practical Approach, 2nd Ed., Upper Saddle River, NJ:Prentice Hall.Kotler, P. (2002), Marketing Management, 11th Ed., Prentice-Hall of India.Lehtinen U. and Lehtinen J.R.(1982), ―Service Quality : A Study of Quality Dimensions,―Service Management Group OY, Finland.Levitt, T. (1981), ―Marketing Intangible Products and Product Intangibles,‖ Harvard BusinessReview, May-June 1981, pp. 94-102.Lewis R.C. and Booms B.H. (1983), ―The Marketing Aspects of Service Quality : EmergingPerspectives in Services Marketing‖, American Management Association, Chicago, IL.Lovelock C., Wirtz J., and Chatterjee J, (2010), Services Marketing, Sixth Edition, PearsonPrentice Hall.Nobrega, K.C., Mendonca, C.M.C., De Souza, T., and Campos, D.F. (2010), ―The Importance ofCentral, Complementary and Supplementary Services Offered by a University in Students‟Retention,‖ Working Paper, Universidade Potiguar, Natal – RN/ Brazil.Oliver Richard L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, New York:McGraw-Hill.Padhy, P.K., and Swar, B.N. (2009), ―A Study on Customer Satisfaction and Service Gaps inSelected Private, Public and Foreign Banks,‖ presented at the 3rd IIMA Conference, MarketingParadigms for Emerging Economies, Indian Institute of Management, Ahmedabad, India; alsoavailable at: http://ssrn.com/abstract=1525555.Parasuraman A, Zeithaml V.A. and Berry LL. (1985), ―A Conceptual Model of Service Qualityand its Implication for Further Research,‖ Journal of Marketing, 49, 41-50.Parasuraman A, Zeithaml V.A. and Berry LL. (1988), ―SERQUAL: A Multiple-Item Scale forMeasuring Customer Perceptions of Service Quality,‖ Journal of Retailing.Parasuraman A, Zeithaml V.A and Berry L.L.(1991), ―Refinement and Reassessment of the