Diners' perceptions of quality, value, and satisfaction: A practical viewpoint

Cornell Hotel and Restaurant Administration Quarterly

Volumn 41, Issue 3, 2000, Pages 58-66

  Oh, Haemoon ^a  

^a IOWA STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

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EID: 0034196259     PISSN: 00108804     EISSN: None     Source Type: Journal    
DOI: 10.1016/S0010-8804(00)80017-8     Document Type: Article

References (36)

1. 1 Value can be defined generally as "what I received for what I gave up." Usually it involves some calculation of utility in exchange for time and money spent. This study presents no specific definition, but allowed respondents to define value in their own way.
2. 2 See: D.C. Bojanic and L.D. Rosen, "Measuring Service Quality in Restaurants: An Application of the SERVQUAL Instrument," Hospitality Research Journal, Vol. 18, No. 1 (1994), pp. 3-14; L. Dubé, L.M. Renaghan, and J.M. Miller, "Measuring Customer Satisfaction for Strategic Management," Cornell Hotel and Restaurant Administration Quarterly, Vol. 35, No. 1 (February 1994), pp. 39-47; Y.L. Lee and N. Hing, "Measuring Quality in Restaurant Operations: An Application of the SERVQUAL Instrument," International Journal of Hospitality Management, Vol. 14 (1995), pp. 293-310.
3. 2 See: D.C. Bojanic and L.D. Rosen, "Measuring Service Quality in Restaurants: An Application of the SERVQUAL Instrument," Hospitality Research Journal, Vol. 18, No. 1 (1994), pp. 3-14; L. Dubé, L.M. Renaghan, and J.M. Miller, "Measuring Customer Satisfaction for Strategic Management," Cornell Hotel and Restaurant Administration Quarterly, Vol. 35, No. 1 (February 1994), pp. 39-47; Y.L. Lee and N. Hing, "Measuring Quality in Restaurant Operations: An Application of the SERVQUAL Instrument," International Journal of Hospitality Management, Vol. 14 (1995), pp. 293-310.
4. 2 See: D.C. Bojanic and L.D. Rosen, "Measuring Service Quality in Restaurants: An Application of the SERVQUAL Instrument," Hospitality Research Journal, Vol. 18, No. 1 (1994), pp. 3-14; L. Dubé, L.M. Renaghan, and J.M. Miller, "Measuring Customer Satisfaction for Strategic Management," Cornell Hotel and Restaurant Administration Quarterly, Vol. 35, No. 1 (February 1994), pp. 39-47; Y.L. Lee and N. Hing, "Measuring Quality in Restaurant Operations: An Application of the SERVQUAL Instrument," International Journal of Hospitality Management, Vol. 14 (1995), pp. 293-310.
5. 3 See: Bojanic and Rosen, pp. 3-14; and H. Oh and S.C. Parks, "Customer Satisfaction and Service Quality: A Critical Review of the Literature and Research Implications for the Hospitality Industry," Hospitality Research Journal, Vol. 20, No. 1 (1997), pp. 35-64.
6. 3 See: Bojanic and Rosen, pp. 3-14; and H. Oh and S.C. Parks, "Customer Satisfaction and Service Quality: A Critical Review of the Literature and Research Implications for the Hospitality Industry," Hospitality Research Journal, Vol. 20, No. 1 (1997), pp. 35-64.
7. 4 For research on quality, see: V.A. Zeithaml, L.L. Berry, and A. Parasuraman, "The Behavioral Consequences of Service Quality," Journal of Marketing, Vol. 60 (April 1996), pp. 31-46. For research on value, see: A.R. Rao and K.B. Monroe, "The Effect of Price, Brand Name, and Store Name on Buyers' Perceptions of Product Quality: An Integrative Review," Journal of Marketing Research, Vol. 26 (1989), pp. 351-357. For research on both quality and satisfaction, see: H. Oh and S.C. Parks, pp. 35-64.
8. 4 For research on quality, see: V.A. Zeithaml, L.L. Berry, and A. Parasuraman, "The Behavioral Consequences of Service Quality," Journal of Marketing, Vol. 60 (April 1996), pp. 31-46. For research on value, see: A.R. Rao and K.B. Monroe, "The Effect of Price, Brand Name, and Store Name on Buyers' Perceptions of Product Quality: An Integrative Review," Journal of Marketing Research, Vol. 26 (1989), pp. 351-357. For research on both quality and satisfaction, see: H. Oh and S.C. Parks, pp. 35-64.
9. 4 For research on quality, see: V.A. Zeithaml, L.L. Berry, and A. Parasuraman, "The Behavioral Consequences of Service Quality," Journal of Marketing, Vol. 60 (April 1996), pp. 31-46. For research on value, see: A.R. Rao and K.B. Monroe, "The Effect of Price, Brand Name, and Store Name on Buyers' Perceptions of Product Quality: An Integrative Review," Journal of Marketing Research, Vol. 26 (1989), pp. 351-357. For research on both quality and satisfaction, see: H. Oh and S.C. Parks, pp. 35-64.
10. 5 For an example of that complexity, see: Vincent C.S. Heung, M.Y. Wong, and H. Qu, "Airport-restaurant Service Quality in Hong Kong: An application of SERVQUAL," on pp. 86-96 of this issue of Cornell Quarterly.
11. 6 See: Zeithaml et al., pp. 31-46; Rao and Monroe, pp. 351-357; and Oh and Parks, pp. 35-64.
12. 6 See: Zeithaml et al., pp. 31-46; Rao and Monroe, pp. 351-357; and Oh and Parks, pp. 35-64.
13. 6 See: Zeithaml et al., pp. 31-46; Rao and Monroe, pp. 351-357; and Oh and Parks, pp. 35-64.
14. 7 See: A. Parasuraman, V.A. Zeithaml, and L.L. Berry, "SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality," Journal of Retailing, Vol. 64 (1988), pp. 12-40; and R.L. Oliver, "Measurement and Evaluation of Satisfaction Processes in Retail Settings," Journal of Retailing, Vol. 57 (1981), pp. 25-48.
15. 7 See: A. Parasuraman, V.A. Zeithaml, and L.L. Berry, "SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality," Journal of Retailing, Vol. 64 (1988), pp. 12-40; and R.L. Oliver, "Measurement and Evaluation of Satisfaction Processes in Retail Settings," Journal of Retailing, Vol. 57 (1981), pp. 25-48.
16. 8 For a criticism of gap analysis, see: A. Yüksel and M. Rimmington, "Customer-satisfaction Measurement: Performance Counts," Cornell Hotel and Restaurant Administration Quarterly, Vol. 39, No. 6 (December 1998), pp. 60-70.
17. 9 See: Parasuraman et al., pp. 12-40.
18. 10 K.B. Monroe and R. Krishnan, "The Effect of Price on Subjective Product Evaluations," in Perceived Quality: How Consumers View Stores and Merchandise, ed. J. Jacoby and J.C. Olson (Lexington, MA: Lexington, 1985), pp. 209-232.
19. 11 Ibid.
20. 12 See: C. Fornell, M.D. Johnson, E.W. Anderson, J. Cha, and B.E. Bryant, "The American Customer Satisfaction Index: Nature, Purpose, and Findings," Journal of Marketing, Vol. 60 (October 1996), pp. 7-18; and H. Oh, "Service Quality, Customer Satisfaction, and Customer Value: A Holistic Perspective," International Journal of Hospitality Management, Vol. 18 (1999), pp. 67-82.
21. 12 See: C. Fornell, M.D. Johnson, E.W. Anderson, J. Cha, and B.E. Bryant, "The American Customer Satisfaction Index: Nature, Purpose, and Findings," Journal of Marketing, Vol. 60 (October 1996), pp. 7-18; and H. Oh, "Service Quality, Customer Satisfaction, and Customer Value: A Holistic Perspective," International Journal of Hospitality Management, Vol. 18 (1999), pp. 67-82.
22. 13 V.A. Zeithaml, "Consumer Perceptions of Price, Quality, and Value: A Means-end Model and Synthesis of Evidence," Journal of Marketing, Vol. 52 (July 1988), pp. 2-22.
23. 14 A. Parasuraman et al., pp. 12-40.
24. 15 E.R. Cadotte, R.B. Woodruff, and R.L. Jenkins, "Expectations and Norms in Models of Consumer Satisfaction," Journal of Marketing Research, Vol. 24 (1985), pp. 305-314.
25. 16 S.A. Taylor, "Assessing Regression-based Importance Weights for Quality Perceptions and Satisfaction Judgments in the Presence of Higher Order and Interaction Effects," Journal of Retailing, Vol. 73, No. 1 (1997), pp. 135-159.
26. 17 G.A. Churchill, Jr., "A Paradigm for Developing Better Measures of Marketing Constructs," Journal of Marketing Research, Vol. 16 (1979), pp. 64-73.
27. 18 See: W. Boulding, A. Kalra, R. Staelin, and V.A. Zeithaml, "A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions," Journal of Marketing Research, Vol. 30 (1993), pp. 7-27; D. Grewal, K.B. Monroe, and R. Krishnan, "The Effects of Price-comparison Advertising on Buyers' Perceptions of Acquisition Value and Transaction Value," Working Paper #96-103 (Marketing Science Institute, 1996); R.N. Maddox, "Two-factor Theory and Consumer Satisfaction: Replication and Extension," Journal of Consumer Research, Vol. 8 June 1981, pp. 97-102; R.N. Maddox, "Measuring Satisfaction with Tourism," Journal of Travel Research, Winter 1985, pp. 2-5; and Parasuraman et al., pp. 12-40.
28. 18 See: W. Boulding, A. Kalra, R. Staelin, and V.A. Zeithaml, "A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions," Journal of Marketing Research, Vol. 30 (1993), pp. 7-27; D. Grewal, K.B. Monroe, and R. Krishnan, "The Effects of Price-comparison Advertising on Buyers' Perceptions of Acquisition Value and Transaction Value," Working Paper #96-103 (Marketing Science Institute, 1996); R.N. Maddox, "Two-factor Theory and Consumer Satisfaction: Replication and Extension," Journal of Consumer Research, Vol. 8 June 1981, pp. 97-102; R.N. Maddox, "Measuring Satisfaction with Tourism," Journal of Travel Research, Winter 1985, pp. 2-5; and Parasuraman et al., pp. 12-40.
29. 18 See: W. Boulding, A. Kalra, R. Staelin, and V.A. Zeithaml, "A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions," Journal of Marketing Research, Vol. 30 (1993), pp. 7-27; D. Grewal, K.B. Monroe, and R. Krishnan, "The Effects of Price-comparison Advertising on Buyers' Perceptions of Acquisition Value and Transaction Value," Working Paper #96-103 (Marketing Science Institute, 1996); R.N. Maddox, "Two-factor Theory and Consumer Satisfaction: Replication and Extension," Journal of Consumer Research, Vol. 8 June 1981, pp. 97-102; R.N. Maddox, "Measuring Satisfaction with Tourism," Journal of Travel Research, Winter 1985, pp. 2-5; and Parasuraman et al., pp. 12-40.
30. 18 See: W. Boulding, A. Kalra, R. Staelin, and V.A. Zeithaml, "A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions," Journal of Marketing Research, Vol. 30 (1993), pp. 7-27; D. Grewal, K.B. Monroe, and R. Krishnan, "The Effects of Price-comparison Advertising on Buyers' Perceptions of Acquisition Value and Transaction Value," Working Paper #96-103 (Marketing Science Institute, 1996); R.N. Maddox, "Two-factor Theory and Consumer Satisfaction: Replication and Extension," Journal of Consumer Research, Vol. 8 June 1981, pp. 97-102; R.N. Maddox, "Measuring Satisfaction with Tourism," Journal of Travel Research, Winter 1985, pp. 2-5; and Parasuraman et al., pp. 12-40.
31. 18 See: W. Boulding, A. Kalra, R. Staelin, and V.A. Zeithaml, "A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions," Journal of Marketing Research, Vol. 30 (1993), pp. 7-27; D. Grewal, K.B. Monroe, and R. Krishnan, "The Effects of Price-comparison Advertising on Buyers' Perceptions of Acquisition Value and Transaction Value," Working Paper #96-103 (Marketing Science Institute, 1996); R.N. Maddox, "Two-factor Theory and Consumer Satisfaction: Replication and Extension," Journal of Consumer Research, Vol. 8 June 1981, pp. 97-102; R.N. Maddox, "Measuring Satisfaction with Tourism," Journal of Travel Research, Winter 1985, pp. 2-5; and Parasuraman et al., pp. 12-40.
32. 19 D.T. Campbell and D.W. Fiske, "Convergent and Discriminant Validation by Multitrait-multimethod Matrix," Psychological Bulletin, Vol. 56 (1959), pp. 81-105.
33. 20 The value proposition is a key factor of brand management. See: Keshav Prasad and Chekitan S. Dev, "Managing Hotel Brand Equity: A Customer-centric Framework for Assessing Performance," on pp. 22-31 of this issue of Cornell Quarterly.
34. 21 See: Monroe and Krishnan, pp. 209-232.
35. 22 R.L. Oliver, "Conceptual Issues in the Structural Analysis of Consumption Emotion, Satisfaction, and Quality: Evidence in a Service Setting," pp. 16-22, in Advances in Consumer Research, Vol. 21, ed. C.T. Allen and D.R. John (Provo, UT: Association for Consumer Research, 1994).
36. 23 F.F. Reichheld, "Loyalty-based Management," Harvard Business Review, March-April 1993, pp. 64-73.