Framing perceived service quality and related constructs : A multilevel approach

Despite many publications on perceived service quality, the position of the construct relative to other key constructs in marketing/consumer behavior remains vague. This paper tries to bring conceptual clarity with regard to the relationships between perceived service quality, customer satisfaction/ dissatisfaction, attitude, and repurchase intention. An integrated framework is presented based on a review of the literature on the each of the relevant constructs. Central issue in this integrative model is the distinction between three levels of expectations and product performance. It is by using these three levels that the important concepts perceived service quality, satisfaction, attitude and repurchase intentions can be related. It will be shown that perceived service quality must be treated as an antecedent of these constructs and not, as is often noticed in marketing practice and literature, as the ultimate goal. Finally, directions for future research are discussed to verify this theoretical framework