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Influence of perceived quality on customer satisfaction in different stages of services

Chunchang Xie (School of Business Administration, Chongqing Technology and Business University, Chongqing, China)
Ziqi Sun (School of Business Administration, Chongqing Technology and Business University, Chongqing, China)

Nankai Business Review International

ISSN: 2040-8749

Article publication date: 7 July 2021

Issue publication date: 8 September 2021

684

Abstract

Purpose

In response to the call for research on customer experience across the customer journey, this study aims to analyze and compare the effects of perceived quality on customer satisfaction among the different stages of search, experience and credence services.

Design/methodology/approach

This paper constructs a formation model of customer satisfaction based on service stages. Data on perceived quality and customer satisfaction in different stages of search, experience and credence services was collected through experiments and practical survey and the model was empirically tested through multiple linear regression.

Findings

The results show that perceived quality in the preparation and departure stages of search and credence services has a greater influence on customer satisfaction than in the delivery stage. While compared to the preparation stage, the perceived quality in the delivery and departure stages of experience service has a greater influence on customer satisfaction.

Practical implications

This research will help service firms optimize the allocation of service resources according to the importance of different service stages within the three indicated service types, promoting customer satisfaction.

Originality/value

This is the first study of its kind to compare the effects of perceived quality on customer satisfaction among the stages of search, experience and credence services.

Keywords

Citation

Xie, C. and Sun, Z. (2021), "Influence of perceived quality on customer satisfaction in different stages of services", Nankai Business Review International, Vol. 12 No. 2, pp. 258-280. https://doi.org/10.1108/NBRI-01-2020-0004

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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