服务质量方面的优先次序外文翻译标题:Prioritizingservicequalitydimensions原文:Inthe“ageofcustomer”deliveringqualityserviceisconsideredanessentialstrategyforsuccessandsurvivalintoday’scompetitiveenvironmentDawkinsandReichheld,1990;Parasuramanetal.,1985;ReichheldandSasser,1990;Zeithamletal.,1990.Whatconstitutesservicequalityhasattractedtheattentionofresearchersallovertheworld.Thedebatecontinues.Evenasresearcherscontinuetodebatethedeterminantsofservicequalityafewimportantissuesremainunanswered.Isthereauniversalsetofdeterminantsthatdeterminetheservicequalityacrossasectionofservices?Doestheservicecharacteristicgetsreflectedinwhatcustomersexpectoutofdeliveryofaparticularservice?Isthereaninherentdifferenceinservicesbecausetheymustbedeliveredinaparticularwayanddoesthathaveabearingonwhatbecomesimportantforthecustomer?Practitionerscontinuetolookforadviceandsuggestionastowhatconstituteservicequalityfortheiroffersandfurthermore,iftheytendtorepositiontheiroffersbyvaryingsomecharacteristicsoftheiroffers,forexample,byincreasingorreducingtangibilityorcustomercontact,etc.Whataretheoperatingcharacteristicsofdeterminantsastheytogetherconstitutetheservicequality?Thispaperisanattempttogenerateevidenceifdifferenceinservicesthatresultintopeculiarservicecharacteristicsreturnscustomerswithauniquesetofexpectations?thosedifferentfromotherservicetypes.Thepaperalsointendstoexamineifthedeterminantsofservicequalityshowsomepredictablebehaviorasservicetypetendtodifferbasedonsomecriterion.Thispaperthereforefirst,goesthroughthediscussionondeterminantsofservicequalityandthen,thereisasmalldiscussiononserviceclassificationswhichcanserveasbasisfordifferenceinservicenature.Johnston1995suggeststhatoneofthepressingissuesbeforeservicesresearchconcernstheidentificationofthedeterminantsofservicequality.Thisshouldbeacentralconcernforservicemanagementacademicsandpractitioners,astheidentificationofthedeterminantsofservicequalityisnecessaryinordertobeabletospecifymeasure,controlandimprovecustomerperceivedservicequality.Earlystudiesduring1980sfocusedondeterminingwhatservicequalitymeanttocustomersanddevelopingstrategiestomeetcustomerexpectationsParasuramanetal.,1985.TheearlypioneersofservicesmarketinginEurope,especiallytheNordicSchool,arguedthatservicequalityconsistsoftwoorthreeunderlyingdimensions.LehtinenandLehtinen1985referredtophysicalandinteractivequalitywhileGro¨nroos1984identifiedatechnicaldimension,afunctionaldimensionandthefirm’simageasathirddimension.Inlateryears,Parasuramanetal.1988publishedempiricalevidencefromfiveserviceindustriesthatsuggestedthatfivedimensionsmoreappropriatelycapturetheperceivedservicequalityconstruct.BuildingonthepioneeringworkoftheNordicSchoolofservicesmanagementandparticularlyChristianGronroos,theyestablishedservicequalityasthecoreofservicesmarketing.Theirlandmarkarticlein1985conceptualizedservicequalityasagapbetweenconsumers’expectationsandperceptionsParasuramanetal.,1985andinspiredmanyotherresearcherstoexaminetheservicesqualityconstructwithinamarketingpremiseBerryetal.,1985.However,theircontributionhasnotgoneunchallenged.MuchofthisinteresthascenteredonthecontroversygeneratedbytheirservicequalitygapsmodelParasuramanetal.,1985,andparticularlytheSERVQUALinstrumentdevelopedtomeasureservicequalityParasuramanetal.,1988.ManyresearcherswhohaveusedtheSERVQUALinstrumenthavebeencriticalofits...
