The antecedents of consumer expectations of services: an empirical study across four industries

Kenneth E. Clow (Assistant Professor of Marketing, Gladys A. Kelce School of Business, Pittsburg State University, Kansas, USA)
David L. Kurtz (Head of the Department of Marketing and Transportation, College of Business Administration, University of Arkansas, Fayetteville, Arkansas, USA)
John Ozment (Department of Marketing and Transportation, College of Business Administration, University of Arkansas, Fayetteville, Arkansas, USA)
Beng Soo Ong (Department of Marketing and Logistics, School of Business and Administrative Sciences, Calofirnia State University, Fresno, California, USA)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 1 August 1997

Abstract

Develops a conceptual model of the antecedents of consumer expectations and firm image, based on past research in service, and empirically tested using the simultaneous equation procedures of LISREL 7. Data were collected and analyzed for four service industries (tax services, dental services, restaurants and video rental stores). Significant findings include: the image consumers have of a service firm has the strongest impact on their expectations; the relative saliences of the antecedents vary across industries; advertising has no significant impact on expectations or firm image in any of the four industries or in the aggregate analysis; and the level of customization and service provider judgment has an impact on the relative importance of each of the antecedents of consumer expectations.

Keywords

Citation

Clow, K., Kurtz, D., Ozment, J. and Soo Ong, B. (1997), "The antecedents of consumer expectations of services: an empirical study across four industries", Journal of Services Marketing, Vol. 11 No. 4, pp. 230-248. https://doi.org/10.1108/08876049710171704

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Publisher

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MCB UP Ltd

Copyright © 1997, MCB UP Limited

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