A multistage model of customers' assessments of service quality and value

Article Abstract:

This article develops a model of how customers with prior experiences and expectations assess service performance levels, overall service quality, and service value. The model is applied to residential customers' assessments of local telephone service. The model is estimated with a two-stage least squares procedure through survey data. Results indicate that residential customers' assessments of quality and value are primarily a function of disconfirmation arising from discrepancies between anticipated and perceived performance levels. However, perceived performance levels also were found to have an important direct effect on quality and value assessments. (Reprinted by permission of the publisher.)

Models, Customer service, Consumer confidence

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Evaluation of brand extensions: the role of product feature similarity and brand concept consistency

Article Abstract:

Brand extension is a marketing strategy in which new products are introduced in relation to a successful brand. A study was conducted to examine the factors that may influence the perception of consumers of these products' fit with the rest of the parent brand's product lines. The results support the assumption that consumers tend to evaluate brand extensions in terms of product feature similarity and brand concept consistency, but the effects of these two factors on consumer evaluation may vary according to the brand-name concept. Results indicate that concept consistency may have more impact with the prestige-oriented brand than with the function-oriented brand .

Research, Product management, Brand name products, Brand names, New products, Product introduction

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