TY  - JOUR
AB  - Describes a qualitative research project involving a “narrowing” research process. The first stage involved initial, highly exploratory qualitative work. The findings led to a second stage that involved a review of relevant literature and secondary sources of data, followed by more focussed, focus group research into the issues uncovered. The problem investigated was how to measure customers’ evaluations of quality for an industry in which the service/product offering is dominated by the tangible product. The initial fear was that traditional process‐oriented measurement models for customer perceptions of quality, might not offer full and comprehensive measurement of all the antecedents of customer quality evaluations and their subsequent satisfaction with, and attitude towards, product‐dominated service providers. In attempting to answer the research question, the qualitative work undertaken suggests that consumers’ evaluations of quality will depend on product quality, process quality and additional external factor quality based on evaluations of image.
VL  - 4
IS  - 4
SN  - 1352-2752
DO  - 10.1108/13522750110404799
UR  - https://doi.org/10.1108/13522750110404799
AU  - Burton Jamie
AU  - Easingwood Christopher
AU  - Murphy John
PY  - 2001
Y1  - 2001/01/01
TI  - Using qualitative research to refine service quality models
T2  - Qualitative Market Research: An International Journal
PB  - MCB UP Ltd
SP  - 217
EP  - 223
Y2  - 2024/04/26
ER  -