The relationship between service customers' quality assurance behaviors, satisfaction, and effort: A cost of quality perspective

William E. Youngdahl, Deborah L. Kellogg

Research output: Contribution to journalArticle

66 Scopus citations

Abstract

The overarching purpose of this article is to deepen understanding of customers' roles in service quality assurance. Customers engage in quality assurance behaviors in attempts to increase their satisfaction and to recover from service failures. The non-monetary costs incurred by customers who engage in these behaviors represent largely overlooked costs of quality that can and should be factored into service design and management. Four customer costs of service quality are identified using a critical incident methodology to classify service customers' quality assurance behaviors. Then, relationships between customers' quality assurance behaviors and reported levels of effort and satisfaction are tested to better understand the implications of the typology. Finally, we provide some initial suggestions for integrating the quality assurance behaviors of customers with the service management activities of service providers.

Original languageEnglish (US)
Pages (from-to)19-32
Number of pages14
JournalJournal of Operations Management
Volume15
Issue number1
DOIs
StatePublished - Feb 1997

Keywords

  • Customer
  • Quality assurance
  • Quality costs
  • Service
  • Value

ASJC Scopus subject areas

  • Strategy and Management
  • Management Science and Operations Research
  • Industrial and Manufacturing Engineering

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