Mystery customer research: cognitive processes affecting accuracy
Article Abstract:
Mystery customer research as a mode of quality assessment in the retailing and service industries is rapidly growing in popularity. However, cognitive psychologists are suggesting a number of possible threats that could seriously affect the reliability and validity of information derived from the practice. These include factors that are associated with the encoding, storage and retrieval of data gathered by the mystery assessors and individual biases that exist between each of those assessors.
Publication Name: Journal of the Market Research Society
Subject: Business
ISSN: 0025-3618
Year: 1997
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Measuring service quality: a test-retest reliability investigation of SERVQUAL
Article Abstract:
The test-retest correlation technique has been used to evaluate the short- and long-term stability of the SERVQUAL scale. The scale, which has been widely utilized by both managers and academics in measuring service quality, has been the subject of concerns regarding reliability. The analysis of the SERVQUAL scale reveals that the scale is unstable over time, a result that cast serious doubts about its usefulness as a measure of service quality.
Publication Name: Journal of the Market Research Society
Subject: Business
ISSN: 0025-3618
Year: 1997
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Sight bites: a study of viewers' impressions of corporate logos in the communications industries
Article Abstract:
Designers of logos do not conduct empirical studies on logos. If they do, they do not disclose it to the public. To fill this gap, a study was conducted. Results show that the logotypes of six telecommunications firms generate unique impressions. However, the quality and the type of these impressions are not always those intended by the designers of the logos.
Publication Name: Journal of the Market Research Society
Subject: Business
ISSN: 0025-3618
Year: 1995
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