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Back to the Beginning: What Do Customers Care About in Service Firms?

Summary: This article reports the results of a content analysis of a large sample of customer comments that deal with both service delivery and service outcome. The study develops a greater understanding of what customers care about in a service firm's offerings. The findings suggest that customers use a number of different criteria to evaluate service firms and confirm the importance of human contact in service delivery. The themes and subthemes that emerged from the content analysis are interpreted in light of the literature on service quality and relationship marketing. Implications of the findings for future research are also discussed.

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  • Topics: Customer Satisfaction and Value, Human Resources, Process Management
  • Keywords: Customer satisfaction (CS),Service quality,Human relations,Outcome and process,Human factors,Grounded theory
  • Author: Reeves, Carol A.; Bednar, David A.; Lawrence, R. Cayce
  • Journal: Quality Management Journal