||The Effect of Generic Strategies on Service Quality, Perceived Value, and Customer Loyalty: A Comparison Study of the Characteristics of Respondents
||Department of Business Administration
Since the tremendous growth of service industry in recent years, many researchers have emphasized on their studies on how to deliver an effective service strategy to the customers. Service firms are squeezed between standardization and customization because these two strategies seem to be a dilemma in service development. It provides service firms challenges that how to balance standardization and customization. In this study, we’ll try to investigate the effect of these two strategies on customers’ perception toward services.
The first purpose of this study is to integrate relevant literature and develop a comprehensive research model to identify the influence of standardization and customization on the perception of customers. The second purpose of this study is to empirically test the research model through conducting survey research in the service industry. A 88-item survey questionnaire was developed to conduct a survey on internet with 380 subjects in order to identify the interrelationships among standardization, customization, service quality, perceived value, and loyalty.
Through a series of questionnaire survey, the results of this study indicated that the comprehensive model is valued and that the degree of standardization and customization tend to significantly impact on service quality and perceived value, which eventually influence on loyalty. Furthermore, the influence of standardization on service quality and perceived value is stronger than that of customization. When considering service strategies of standardization and customization, managers should think about the effects on customers.
TABLE OF CONTENTS iv
LIST OF TABLES vii
LIST OF FIGURES viii
CHAPTER ONE INTRODUCTION 1
1.1. Research Background and Motivations 1
1.2. Research Objectives and Contributions 4
1.3. Research Project 5
1.4. Research Procedure 6
1.5. The Structure of this Study 7
CHAPTER TWO LITERATURE REVIEW 9
2.1. Definitions of Relevant Research Variables 9
2.1.1. Standardization 9
2.1.2. Customization 13
2.1.3. Service Quality 14
2.1.4. Perceived Value 19
2.1.5. Loyalty 22
2.2. Interrelationships among Research Constructs 25
2.2.1. Interrelationships among Standardization, Perceived Service Quality, and Perceived Customer Value 26
2.2.2. Interrelationships among Customization, Perceived Service Quality, and Perceived Customer Value 28
2.2.3. Interrelationships between Perceived Service Quality and Perceived Customer Value 30
2.2.4. Interrelationships between Perceived Service Quality and Loyalty 31
2.2.5. Interrelationships between Perceived Customer Value and Loyalty 32
2.2.6. Comparisons of Research Factors among Respondents with Different Levels of Experiential Perception and Perceived Customer Value 33
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 35
3.1. The Conceptual Model 35
3.2. Construct Measurement 35
3.2.1. Standardization 36
3.2.2. Customization 37
3.2.3. Service Quality 38
3.2.4. Perceived Value 39
3.2.5. Loyalty 41
3.2.6. The Information of Respondents 42
3.3. Hypotheses to Be Tested 42
3.4. Questionnaire Design 44
3.5. Sample Plan 44
3.6. Data Analysis Procedure 45
3.6.1. Descriptive Statistic Analysis 45
3.6.2. Purification and Reliability of the Measurement Variables 45
3.6.3. Interrelationships Between Research Variables 47
CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY TESTS 49
4.1. Introduction 49
4.2. Descriptive Analysis 49
4.2.1. Data Collection 49
4.2.2. Characteristics of Respondents 49
4.2.3. Measurement Results for Relevant Research Variables 50
4.3. Reliability Tests 54
4.3.1. Standardization 54
4.3.2. Customization 58
4.3.3. Service Quality 60
4.3.4. Perceived Value 64
4.3.5. Loyalty 67
CHAPTER FIVE RESEARCH ANALYSIS AND RESULTS 70
5.1. Interrelationships among Standardization, Service Quality, and Perceived Value 70
5.2. Interrelationships among Customization, Service Quality, and Perceived Value 72
5.3. Interrelationships among Service Quality, Perceived Value, and Loyalty 73
5.4. Comparisons of Research Constructs under Different Levels of Standardization 75
5.5. Comparisons of Research Constructs under Different Levels of Customization 77
5.6. Comparisons of Research Constructs under Different Ages of Respondents 79
5.7. Structural Equation Model (SEM) 80
CHAPTER SIX CONCLUSIONS AND SUGGESTIONS 85
6.1. Research Conclusions 85
6.2. Research Suggestions 90
APPENDIX SURVEY QUESTIONAIRE 100
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