An exploratory study of the effects of experience on consumer perceptions of the service quality construct
- 1 June 2003
- journal article
- research article
- Published by Emerald Publishing in Managing Service Quality: An International Journal
- Vol. 13 (3), 187-196
- https://doi.org/10.1108/09604520310476454
Abstract
The SERVQUAL methodology has been challenged on a number of grounds, including the failure of many researchers to replicate the original SERVQUAL factor structure, and the unrealistic notion that consumers can form expectations about a service when they have little prior knowledge about the product. This paper explores the role of experience on the dimensions of service quality. An exploratory survey is reported in which a sample of visitors to a theme park was divided into two groups according to their level of experience of theme parks. A factor analysis of the data indicated a more complex factor structure for the group with prior experience of theme parks.Keywords
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