Back to the Beginning: What do Customers Care about in Service Firms?

Abstract

This article reports the results of a content analysis of a large sample of customer comments that deal with both service delivery and service outcome. The study develops a greater understanding of what customers care about in a service firm's offerings. The findings suggest that customers use a number of different criteria to evaluate service firms and confirm the importance of human contact in service delivery. The themes and subthemes that emerged from the content analysis are interpreted in light of the literature on service quality and relationship marketing. Implications of the findings for future research are also discussed.

• customer satisfaction
• grounded theory
• human contact outcome and process
• relationship marketing
• service quality

Additional information

Notes on contributors

Carol A. Reeves

Carol Reeves is an assistant professor in the management department at the University of Arkansas, She earned a doctorate in business administration from the University of Georgia. Reeves may be contacted at BADM 402, Department of Management, University of Arkansas, Fayetteville, AR 72701; 501-575-6220, Fax [phone]; E-mail [email protected].

David A. Bednar

David Bednar is an associate professor in the management department at the University of Arkansas, He earned a doctorate in organizational behavior/communication from Purdue University. Bednar may be contacted at BADM 402, Department of Management, University of Arkansas, Fayetteville, AR 72701; 501-575-5980; Fox 501-575-7687; E-mail [email protected].

R. Cayce Lawrence

R. Cayce Lawrence is a doctoral candidate at the University of Arkansas and a faculty member in the department of business administration at St. Mary College. He earned a master's degree in business administration from Memphis State University. Lawrence may be contacted at Department of Business Administration, St. Mary College, 4100 South 4th Street Trafficway, Leavenworth, KS 66048-5082; 913-682-5151; Fax [phone].