The purpose of this paper is to suggest that the effects of service quality (SQ) on outcome variables may shift over time. However, scant attention has been paid to capturing that shift. The current study uses the theory of relationship dynamics to capture the rate and direction of change in the effects of SQ attributes on customer satisfaction (CS) and emotional attachment (EA). For this purpose, the study takes CS-velocity and EA-velocity as dynamic outcomes of SQ.
A sample of 306 restaurant consumers responded to a structured questionnaire at three points in time. Confirmatory factor analysis was carried out, followed by analysis of the data through latent growth curve modeling using MPlus (Version 8.1).
SQ attributes positively affect CS and EA, but these effects diminish over time, as SQ attributes negatively influence CS-velocity and EA-velocity. In addition, the study demonstrates that dynamic elements strongly impact behavioral intentions (BI).
The study enables service and relationship marketing managers to better understand the role of SQ attributes in maintaining longitudinal satisfaction, attachment and BI. The insights from this longitudinal investigation help managers to formulate long-term service management and relationship management strategies.
This study is the first attempt to examine SQ’s dynamic outcomes using longitudinal panel data. It is the first study to introduce EA-velocity as a dynamic construct of EA and the first to examine the relationships of CS-velocity and EA-velocity with BI.
The authors profoundly acknowledge Editor and reviewers’ valuable comments and suggestions to improve the quality and contributions of earlier versions of the manuscript. This research project is funded by National Natural Science Foundation of China with Grant/Award No. 71572056.
Hussain, K., Jing, F., Junaid, M., Bukhari, F.A.S. and Shi, H. (2019), "The dynamic outcomes of service quality: a longitudinal investigation", Journal of Service Theory and Practice, Vol. 29 No. 4, pp. 513-536. https://doi.org/10.1108/JSTP-03-2019-0067
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