The use of quality expectations to segment a service market

Ana M. Díaz‐Martín (Assistant Professor of Marketing, Department of Business Administration, University of Oviedo, Spain)
Víctor Iglesias (Assistant Professor of Marketing, Department of Business Administration, University of Oviedo, Spain)
Rodolfo Vázquez (Professor of Marketing, Department of Business Administration, University of Oviedo, Spain)
Agustín V. Ruiz (Associated Professor of Marketing, Department of Business and Economics, University of Rioja, Logrono, Spain)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 1 April 2000

Abstract

Reports some findings with respect to the possibility of classifying service consumers on the basis of their quality expectations. After reviewing traditional types of market segmentation, two hypotheses related to the applicability of service quality expectations as a grouping variable are formulated. Then, findings from a study developed in the tourism industry are presented, using the Chow test to verify the mentioned hypotheses. The study indicates that the segmentation proposed is operational and that, in general, the aspects for which the customers have greater expectations are those which influence their satisfaction to a greater extent. Finally, managerial implications are discussed based on the results of the study

Keywords

Citation

Díaz‐Martín, A.M., Iglesias, V., Vázquez, R. and Ruiz, A.V. (2000), "The use of quality expectations to segment a service market", Journal of Services Marketing, Vol. 14 No. 2, pp. 132-146. https://doi.org/10.1108/08876040010320957

Publisher

:

MCB UP Ltd

Copyright © 2000, MCB UP Limited

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