A Method for Evaluating Service Quality Considering Customers Psychological Behavior
Service quality evaluation is of great importance to service organizations. It should be noted that most of the existing studies about service quality evaluation assume customers are completely rational or loss neutral. This paper develops a new method for evaluating service quality based on reference dependence and loss aversion. In this method, the psychological behaviors of customers in reality are considered. Firstly, the customers expected service quality is regarded as the reference point and the service quality gains or losses with respect to each criterion are calculated according to PZB gap model. Then, based on loss aversion, the value of service quality gains or losses can be calculated by the value function of cumulative prospect theory. And then the comprehensive performance of service quality for each evaluation object is calculated and the ranking result is obtained on the basis of the comprehensive performance of service quality. Finally, a numerical example is used to illustrate the feasibility and validity of the proposed method.
evaluation of service quality reference dependence loss aversion pzb gap model
CHEN Fa-Dong SHEN Kai XU Hao FAN Zhi-Ping
School of Business Administration Northeastern University Shenyang, China School of Economics and Management Shenyang Ligong University Shenyang, China
国际会议
成都
英文
538-542
2010-07-09（万方平台首次上网日期，不代表论文的发表时间）