Analyzing the Relationships between Service Quality and Special Events Essay - 1

Analyzing the Relationships between Service Quality and Special Events in the Entertainment Industry - Essay ExampleWhile examining this issue the other questions which this question seeks to answer are Is the current SERVQUAL instrument an effective overall measure of perceived service quality for special events organizations if the answer to the first question is No, can new dimensions be added to make SERVQUAL more effective for measuring customers perceived service quality of special events and can such an adapted and limited SERVQUAL instrument be generalized for measuring perceived service quality of special events offerings? Modification of the 1991 version of the SERVQUAL method would aim at the reduction of equivocalness in expectations definition and unstable dimensionality (Babakus and Boller 1992 Carman 1990 Cronin and Taylor 1992). Babakus and Waller in fact suggest (p. 265) that it may not be fruitful to pursue the development of a standard measuring rod scale applica ble to a wide variety of services. In order to achieve this modification an attempt would be made to add peerless or two dimensions to the standard instrument so that the scale would become more contextual for situations concerning special events. To identify these additional dimensions factor analysis would be conducted on variables (factors) to identify relevant and critical factors.Respondents would be chosen from the customer base of the targeted special events company(ies). External validity would be addressed by in like manner surveying non-customers. The sampling scheme deployed would be stratified random sampling. The companys entire customer base would be organized according to the demographic variable of customer income. The underlying assumption would be that the mogul to purchase entertainment offered by the special events company is a direct function of the income of the consumer. However, income/ability should not be deemed to be synonymous with willingness to pay. Customer willingness assessment, on the other hand would be the