Influence of perceived quality on customer satisfaction in different stages of services

Abstract

Purpose In response to the call for research on customer experience across the customer journey, this study aims to analyze and compare the effects of perceived quality on customer satisfaction among the different stages of search, experience and credence services. Design/methodology/approach This paper constructs a formation model of customer satisfaction based on service stages. Data on perceived quality and customer satisfaction in different stages of search, experience and credence services was collected through experiments and practical survey and the model was empirically tested through multiple linear regression. Findings The results show that perceived quality in the preparation and departure stages of search and credence services has a greater influence on customer satisfaction than in the delivery stage. While compared to the preparation stage, the perceived quality in the delivery and departure stages of experience service has a greater influence on customer satisfaction. Practical implications This research will help service firms optimize the allocation of service resources according to the importance of different service stages within the three indicated service types, promoting customer satisfaction. Originality/value This is the first study of its kind to compare the effects of perceived quality on customer satisfaction among the stages of search, experience and credence services.