Exploring effects of personal values on consumer evaluation of service quality : an empirical study

Pantouvakis, Angelos and Gounaris, Spiros and Chatzipanagioti, Kalliopi (2014) Exploring effects of personal values on consumer evaluation of service quality : an empirical study. In: 43rd EMAC Annual Conference, 2014-06-03 - 2014-06-06. (In Press)

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Abstract

This research examines the effects of personal values measured by Schwartz Value System on the five dimensions of service quality as introduced by SERVQUAL in an attempt to provide a deeper understanding of how and why customers judge service quality. Data from 1500 mobile phone users provide evidence that customers may be grouped in 4 clusters according to their values and that those clusters clearly moderate the importance of SERVQUAL dimensions on assessing overall service experience. Service firms have to move beyond service attributes and incorporate their customers’ values to form an excellent experience.