Microsoft Word Volume 2 Service and Service Quality Final docx

Conclusion 
Our exploration of the extensive literature on service definitions, classification, and quality models 
suggest that a common model of service quality that is generic for all service types for all possible 
purposes may not be achievable. However, by identifying the underlying variables that make such a 
generalisation difficult if not impossible, and by constraining the scope of the conceptualisation by 
choosing what to focus on, we are able to propose a generic definition of service and the 
corresponding service quality model within that scope. We propose, based on our understanding of the 
Smart Services CRC that we adopt the following definition of service: 
A service is a (market) offering by one party (the provider) to create value for another party 
(customer) through interaction in a co-production process (with the consumer). 
In addition, we also recommend that the types of service that should be the target of the research are 
business to consumer services that could be multi-channelled (i.e. services that could be delivered via 
traditional channels, electronically, both, or in parallel), with the focus of service quality being on the 
consumer’s experience. With regard to this recommended scope, we propose a conceptualisation of 
service quality that comprises four dimensions: interaction quality, environment quality, outcome 
quality, and integration quality. 
In order to progress this research and validate the conceptualisation, we propose the following 
research agenda: 

Qualitative research, through focus-groups and open-ended questionnaires with consumers of 
services provided by our industry partners, to establish the initial validity of the quality 
dimensions proposed, and more importantly to establish the completeness through identifying 
additional dimensions that our current conceptualisation may have missed. 

Development of a quality measurement instrument for gathering consumers’ perceptions of 
service quality that could serve to provide early indication of qualities of critical services that 
are of importance to the industry partners. The quantitative data will also be useful for further 
testing the validity of the dimensions proposed in the service quality model, and particularly 
the refinement of the quality model.

Further refinement of the model to provide better insights to enhancing satisfaction. By testing 
the service quality model construct as a driver of consumer satisfaction in a nomological net, 
we will be able to identify which key aspects of a service encounter impact consumer 
satisfaction the most, and make further refinement to the model to improve its predictability of 
consumer satisfaction.

The development of a software tool for semi-automatic collection of service quality data to 
build up a service quality database for benchmarking and comparisons (either across business 
units within an industry partner or across industry partners). 

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Business Service Management White Paper - Volume 2 
Page 29 of 46 

The development of a quality-driven service management framework. Our preliminary 
investigation suggests that existing service management framework may provide extensive 
guidelines, procedures, and processes detail for service management, the quality 
considerations in such frameworks are usually lacking or implicit. Our service quality model, 
once fully validated, will provide a solid foundation upon which quality factors can be 
included explicitly for improved customer satisfaction. 

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Business Service Management White Paper - Volume 2 
Page 30 of 46