Service Quality Dimensions from the Perspectives of Consumers, Service Providers, and Scholars in Thailand

Abstract

          This study had objectives: 1) to study the service quality dimensions for high-contact services from the perspectives of consumers, service providers, and scholars in Thailand, and 2) to study the service quality dimensions for low-contact services from them. As a qualitative study, the individual in-depth interviews were utilized. Interviewees included: 1) 12 service consumers, 2) 12 service providers, and 3) 12 business and marketing scholars. The sampling method was purposive sampling. Qualitative content analysis was used for data analysis. Based on the data analysis, the qualitative results showed that

1. For high-contact services, consumers, service providers, and scholars agreed that the service quality dimensions included five dimensions of SERVQUAL measure comprising reliability, assurance, empathy, responsiveness, and tangibles. In addition, based on the qualitative interviews, two more dimensions were added– the integrity dimension and the proactivity dimension.

       2. For low-contact services and online                           services, they agreed that the service                         quality dimensions included four                                 dimensions of E-S-QUAL measure:                             efficiency, system availability, fulfillment,                   and privacy. Additionally, according to the               qualitative interviews, two more                                 dimensions were added-the assurance                     dimension and the after-sales support                       dimension