Original Research

Managing service quality by managing the service customer

Krishna K. Govender
South African Journal of Business Management | Vol 29, No 3 | a774 | DOI: https://doi.org/10.4102/sajbm.v29i3.774 | © 2018 Krishna K. Govender | This work is licensed under CC Attribution 4.0
Submitted: 12 October 2018 | Published: 30 September 1998

About the author(s)

Krishna K. Govender, Department of Business Management, University of Transkei, South Africa

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Abstract

The need to manage service quality is becoming more urgent as links between service quality and business performance is becoming apparent. By breaking away from the traditional focus on the service employee, this article sheds light on strategies to manage service quality by managing the service customer. A survey was conducted among a sample of commercial bank customers to determine the effects of two types of socialization strategies on their perception of service quality. It was ascertained that by means of formal and informal socialization tactics, service firm managers could influence their customers' perception of the overall service quality as well as the employee service quality. Empirical evidence also supports the view that an organizational climate which supports service has a positive impact on the customers' perception of the employee service quality. The implications of these findings for service organization managers are discussed, and the opportunities for future research are also identified.

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Crossref Citations

1. Insurance customers’ assessment of service quality: a critical evaluation
Mathew Joseph, George Stone, Krista Anderson
Journal of Small Business and Enterprise Development  vol: 10  issue: 1  first page: 81  year: 2003  
doi: 10.1108/14626000310461222