A ordem dos atributos afeta a avaliação de qualidade ? Uma investigação empírica a partir da versão mais recente do modelo SERVQUAL

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DOI: https://doi.org/10.1590/S1415-65551997000100003
Keywords:
service quality, quality attributes, service quality evaluation, marketing research.

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Frederico A. de Carvalho
Universidade Federal do Rio de Janeiro
Valdecy Faria Leite
Faculdade IBMEC do Rio de Janeiro

Abstract

The purpose of this paper is to investigate the effects of the order of presentation of attribute scales in Service Quality surveys that use the SERVQUAL instrument in combination to a ranking of the attributes. It is hoped that the paper will be of interest to quality research practitioners. The real case presented here applies the most recent, 3-columns version of SERVQUAL to evaluate service quality of Brazilian postal services from a convenience sample of 540 clients firms. To avoid having to rank 39 attributes, an intermediary procedure (based on a shorter list of attributes and weighting scheme) is proposed. Four different ways of placing the 39 quality attributes have been used to test for the existence of an order effect. The test of both Pearson and Spearman correlations coefficients (calculated for each pair select from those versions) has rejected the null hypothesis of inexistence of the order effect. One interesting implication is that the original list of 22 attributes may be then increased to take into account specific of a particular service.

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How to Cite
Carvalho, F. A. de, & Leite, V. F. (1). A ordem dos atributos afeta a avaliação de qualidade ? Uma investigação empírica a partir da versão mais recente do modelo SERVQUAL. Journal of Contemporary Administration, 1(1), 35-53. https://doi.org/10.1590/S1415-65551997000100003
Issue
Vol. 1 No. 1 (1997): Jan/Apr - 1997
Section
Articles

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Author Biographies

Frederico A. de Carvalho, Universidade Federal do Rio de Janeiro

Professor Adjunto do COPPEAD da Universidade Federal do Rio de Janeiro. Doutor pela Universidade Católica de Louvain e Mestre pela Universidade Real de Antuérpia. Atua nas áreas de Marketing de Serviços e Pesquisa de Marketing, desenvolvendo estudos e orientando dissertações e teses.

Valdecy Faria Leite, Faculdade IBMEC do Rio de Janeiro

Professor Adjunto da Faculdade IBMEC do Rio de Janeiro-RJ. Doutor e Mestre pela Universidade Federal do Rio de Janeiro. Seu interesse geral é em Marketing, focalizando suas pesquisas nas áreas de serviços, seguros, comportamento do consumidor e Marketing pela internet.