Steve Baron

Student perceptions of service quality in a UK university business and management faculty

Student perceptions of service quality in higher education, particularly of the elements not directly involved with content and delivery of course units, are researched using a performance‐only adaptation of the SERVQUAL research instrument. A principal components factor analysis performed on data collected from a sample of 333 undergraduate business and management students suggests that students’ perceived service quality has three dimensions: “requisite elements”, which are essential to enable students to fulfil their study obligations; “acceptable elements”, which are desirable but not essential to students; and “functional elements”, which are of a practical or utilitarian nature. A comparison of perceptions of service quality between first and final year students suggests that perceptions of service quality elements change over a period of study, with “acceptable elements” having increasing importance. Implications for course management teams are discussed, and suggestions for further research are made.

Decision‐Making Behaviour of Potential Higher Education Students

This paper examines the decision-making behaviour adopted by candidates hoping to gain entry into Higher Education. Whether or not the potential students operate a systematic process, thinking logically throughout each step and choosing the alternative with the most favourable ranking, is worthy of discussion. Secondary research confirms the many variables influencing this process, particularly within the USA. However, in-depth knowledge concerning the criteria that British students employ and their thoughts regarding decision-making is limited. Hence an exploratory study incorporating Sixth Form pupils of a High School in the NW of England and students from across the UK attending an open-day at a university also in the NW was undertaken. Results indicate that applicants do follow the sequential stages from ‘problem recognition’ to ‘evaluation of alternatives’ using parents’ as well as teachers’ advice throughout, although there seems to be a gap in the information needs of potential students, which many universities are not currently satisfying.

Online surveys in marketing research

In a recent article on conducting international marketing research in the twenty-first century (Craig & Douglas 2001), the application of new (electronic) technology for data collection was encouraged. Email and web-based data collection methods are attractive to researchers in international marketing because of low costs and fast response rates. Yet the conventional wisdom is that, as some people still do not have access to e-mail and the Internet, such data-collection techniques may often result in a sample of respondents that is not representative of the desired population. In this article we evaluate multimode strategies of data collection that include web-based, e-mail and postal methods as a means for the international marketing researcher to obtain survey data from a representative sample. An example is given of a multimode strategy applied to the collection of survey data from a sample of respondents across 100 countries.

Beyond Technology Acceptance: Understanding Consumer Practice

– To critically examine the current definitions of key constructs of the technology acceptance model (TAM) in a consumer technology‐based service., – Two qualitative research studies were undertaken that encouraged consumers to reflect upon their text message (short message service – SMS) behaviour., – The research highlights the inadequacy of a concentration on simple acceptance of technology where technology is embedded in a consumer community of practice. The existence of counter‐intuitive behaviours, technology paradoxes and intense social and emotional elements in actual text message usage all point to the need for a review of the definition of the key TAM constructs., – There is a need to re‐examine the construct of use behaviour in the context of the practice of technology‐based services that owe much to consumer creativity. Theory development of the constructs of perceived usefulness, perceived ease of use, and perceived enjoyment should not be constrained by adherence to the existing (well developed) quantitative models of technology acceptance. There is a methodological potential of employing consumers as practical authors., – Where there is evidence of counter‐intuitive consumer behaviour in the marketplace for technology‐based products or services, a study of practice, with a view to the subsequent derivation of adapted theory constitutes worthwhile research. This may be of special importance to cell phone operators promoting SMS to US consumers., – The approach offers a method of complementing the dominant quantitative modelling research on technology acceptance. The findings are relevant to an era where consumer co‐creation of value is of increasing interest.

Consumers as resource integrators

Ongoing research on the service-dominant logic of marketing has identified consumers as integrators of operant resources (physical, social, cultural) as they actively immerse themselves in experiences. However, little is yet understood about how consumers integrate their operant resources and those of co-consumers in the course of defining experiences and creating value. Through exploration of a case study of a finite experiential episode (a consumer campaign to save a local, independent cinema), examples of the use and integration of consumer operant resources are highlighted, and characteristics of successful outcomes of consumer resource integration (the manner of consuming and co-consuming and the interaction with key elements of the external environment) are identified. Finally, a framework for systemised further studies of consumer resource integration is offered.

Oral participation in retail service delivery: a comparison of the roles of contact personnel and customers

Explores observable oral participation (OOP) of customers at the front stage of the service delivery system within a retail store setting. Spoken interactions between a customer and a sales assistant are denoted as OOP1, and those between one customer and another as OOP2. The respective front stage roles of customers and sales assistants are examined through an analysis of the content of OOP1 and OOP2 as described by a large sample of customers of a particular store. A process and structure of classification of OOP1 and OOP2 interactions is described and proposed. Results show that, while overall patterns of OOP1 and OOP2 activities are significantly different, the proportion of products‐related interactions for each is very similar. OOP2 interactions were predominantly positive and there is evidence that, for some customers, product‐related conversations with other customers replace or reinforce those with sales assistants. Discusses the actual roles enacted by persons at the front stage in the context of the management of the service encounter.

Consumer-to-Consumer Conversations in Service Settings

This article contributes, in two ways, to our understanding of the nature, scope, and significance of conversations between strangers in service environments. First, a framework is introduced that provides both academics and practitioners with a summary of the key issues associated with the stimuli, manifestations, and consequences of such conversations. Second, the article reports a market-oriented ethnography of a specific service—rail travel—that locates stranger conversations within a broader categorization of consumer travel behaviors. This has resulted in the identification of a stabilizing effect of conversations between strangers through consumer anxiety reduction, the enactment of the partial employee role, and the supply of social interaction. The stabilizing effect can act as a “defuser” of dissatisfaction in services where consumers are in close proximity for prolonged periods in the service setting and regularly express dissatisfaction with service provision.

Theatrical service experiences: Dramatic script development with employees

This article provides a framework for the development of a dramatic script for a service (retail) organisation. It is argued that such a script can lead to an agreed experiential goal that the organisation can use to achieve positive holistic service experiences for customers. It draws on techniques from practical theatre and is being tried, evaluated and refined in conjunction with employees of a UK multiple retail organisation. The process of dramatic script development with employees is demonstrated through the identification of the drama, the creation of the playtext and the exploration of subtext. It can be employed by any organisation where the nature of the business requires that face‐to‐face interactions take place between employees and customers.

Timings and trade‐offs in the marketing of higher education courses: a conjoint approach

The article reports results of a longitudinal survey, which assesses the importance of decision‐making attributes by potential higher education students. Conjoint analysis is applied to establish candidates’ utilities of identified key decision‐making attributes – course content, location and reputation – on two separate occasions over a 14 month period. The full profile approach is employed in order to capture all the alternative combinations present. The main contribution of this article is the assessment of changes in the weightings of the key attributes over the period. Findings indicate that in the early stages of the decision‐making process, prospective students view course content as the most significant factor, but that as the consumption process nears, location becomes increasingly important. Reputation is an exchangeable element throughout and is considered less important. Implications for the marketing of higher education courses are discussed.

Customers as oral participants in a service setting

Observable oral participation (OOP) of customers, in the service delivery system in general and in a store format retail setting in particular, occurs in many forms and frequencies. Focusses on customer‐to‐customer observable oral participation (OOP2), studied in relation to the more frequently researched customer‐employee observable oral participation (OOP1). From a study of the literature, and through a controlled customer survey at a retail store, findings clearly demonstrate customer reliance on person‐to‐person encounters, even in a predominantly self‐service environment, and identify the characteristics of customers more likely to engage in OOP2. Service providers devote little attention to OOP2 (compared to OOP1) in service delivery. However, OOP2 is a form of word‐of‐mouth which can be observed and, therefore, measured and managed, and customers are arguably a neglected human resource for a service organization. With this in mind, discusses implications for service encounter and human resource man...