Toward a better understanding of service quality dimensions in B2B PSOs.

TOWARD A BETTER UNDERSTANDING OF SERVICE QUALITY IN B2B PROFESSIONAL SERVICE ORGANIZATIONS

XAVIER WALTHOFF-BORMYVES VAN VAERENBERGHBART LARIVIERE

GHENT UNIVERSITY

TOWARD A BETTER UNDERSTANDING OF SERVICE QUALITY IN B2B PROFESSIONAL SERVICE ORGANIZATIONS

GHENT UNIVERSITY

THE IMPORTANCE AND RELEVANCE OF THIS STUDY

important part of global economy, yet, to date, service management research on service quality remains scant

majority of service quality models is based on traditional B2C service models

current body of knowledge on PSOs mainly focuses on B2C PSOs (e.g. healthcare) whereas the environment of B2B PSOs (e.g. business consulting) is different to a large extent

TOWARD A BETTER UNDERSTANDING OF SERVICE QUALITY IN B2B PROFESSIONAL SERVICE ORGANIZATIONS

GHENT UNIVERSITY

THE PURPOSE OF THIS STUDY

To investigate service quality in B2B professional service organizations (PSOs) in order to better align operations.

Propose a new and creative model of service quality that is grounded in the resource based view in conjuction with bounded rationality and knowlegde based theory

Explore different dimensions of service quality in B2B PSOs

THE OBJECTIVES OF THIS STUDY

SERVICE QUALITY DIMENSIONS IN B2B PROFESSIONAL SERVICE ORGANIZATIONS

THE THEORETICAL MODEL

“ PHYSICAL FACILITIES ARE NOT ONLY A CUE FOR THE EXPECTED SERVICE QUALITY, BUT ALSO INFLUENCE CUSTOMERS EVALUATION OF OTHER DIMENSIONS OF SERVICE QUALITY. “

SERVICE QUALITY DIMENSIONS IN B2B PROFESSIONAL SERVICE ORGANIZATIONS

THE THEORETICAL MODEL

CONCISE

COMPLETE

RELEVANT

APPROPRIATE

EASY TO INTERPRET

“ PRODUCT INFORMATION QUALITY PLAYS A KEY ROLE IN ORGANIZATION DECISION MAKING PROCESSES. ”

SERVICE QUALITY DIMENSIONS IN B2B PROFESSIONAL SERVICE ORGANIZATIONS

THE THEORETICAL MODEL

“ PRICE IS IMPORTANT IN THE BUYING PROCESS, HOWEVER, THE ASSURANCE OF SERVICE QUALITY IS PERCEIVED MORE EXCLUSIVE WHEN PRICES ARE HIGH. “

SERVICE QUALITY DIMENSIONS IN B2B PROFESSIONAL SERVICE ORGANIZATIONS

THE THEORETICAL MODEL

“ PERFORMANCE DIFFERENCES CAN BE ATTRIBUTED TO THE VARIANCE IN THE EXPERTS CAPABILITIES. ”

SERVICE QUALITY DIMENSIONS IN B2B PROFESSIONAL SERVICE ORGANIZATIONS

THE THEORETICAL MODEL

“ SHARING KNOWLEDGE CAN ENHANCE NOT ONLY THE CORPORATE REPUTATION BUT ALSO THE REPUTATION OF THE EXPERT. ”

SERVICE QUALITY DIMENSIONS IN B2B PROFESSIONAL SERVICE ORGANIZATIONS

THE THEORETICAL MODEL

“ EFFECTIVE COMPLAINT HANDLING CAN CONVERT AGGRIEVED CUSTOMERS INTO SATISFIED AND LOYAL ONES. “

DATA GATHERING

THE EMPIRICAL MODEL

WEST EUROPEAN SAFETY AUDIT FIRM

AUDIT FIRM’S INTERNAL RECORD

31% RESPONSE RATE – 275 CLIENTS(M-LEVEL)

SURVEY - QUESTIONNAIRE

RESULTS

THE EMPIRICAL MODEL

B=0.419 (p < 0.01)

B=0.128 (p < 0.05)

B=0.148 (p < 0.01)

ADJ. R2

0.577

TOWARD A BETTER UNDERSTANDING OF SERVICE QUALITY IN B2B PROFESSIONAL SERVICE ORGANIZATIONS GHENT UNIVERSITY

DISCUSSION NON SIGNIFICANT DIMENSIONS

PRICEvariance is low and knowledge is not unique (highly competitive market/commodity)

SERVICESCAPEservice is performed at the client

COMPLAINT HANDLINGlow level of client dissatisfaction (MOCS= 5.66; SD=0.77)

TOWARD A BETTER UNDERSTANDING OF SERVICE QUALITY IN B2B PROFESSIONAL SERVICE ORGANIZATIONS GHENT UNIVERSITY

CONTRIBUTIONS OF THIS STUDY

TOOLto allign operations according to customers perceived service quality dimensions

TOOLto evaluate professional serviceorganizations

CREATIVE APPROACHin identifying service quality dimensions