Service characteristics' impact on key service quality relationships: a meta-analysis

Purpose - The purpose of this paper is to provide a comprehensive examination of the nuances of service quality (SQ) relationships using meta-analytic techniques. Design/methodology/approach - The data set comprises 108 empirical studies with 222 independent samples. The authors use a multivariate generalized least squares approach to examining the impact of key moderators on SQ relationships. Findings - This research confirms previously established relationships between SQ and its correlates and contributes to the understanding of the dynamics of those relationships by providing empirical evidence that SQ is context-dependent. This research shows that a service's level of inseparability, customization, standardization and technical complexity impacts key SQ relationships. Research limitations/implications - This research finds that SQ is context-dependent. The antecedents examined were more significant for transactional exchanges, while the consequences of SQ were stronger for relational exchanges. Future research should explore this difference and investigate other correlates that could impact transactional versus relational exchanges. The present research is limited in that it could only examine correlates of SQ that have been frequently studied in the literature. Practical implications - This research helps managers understand how the characteristics of their organizations impact the role SQ has on key outcomes. Firms desiring to maximize the impact of SQ must first consider the characteristics of their organizations to understand what combination of attributes is most beneficial. For example, this research found that SQ is a significant driver of financial performance when the service is customized, high-tech or relational. Managers in these types of organizations can impact their bottom line by focusing on perceived SQ. Originality/value - This meta-analysis is the first to include both the antecedents and outcomes of SQ. The current research offers a comprehensive examination of various service characteristics and their impact on SQ relationships.