PAWs model of future customer behaviour
journal contributionposted on 06.12.2017, 00:00 by Anthony Perrone
Service quality is an area that has been subjected to widespread research. This has included those elements relating to the repurchase intentions of customers. Service performance, in a service setting environment, can have an impact on what a customer experiences, their subsequent behaviour and perceptions. The material in this paper has been extracted from a larger research of an empirical study of five hundred coffee shop patrons. The research conducted measured the effect of service performance on consumer’s perceptions of service quality, in a model relating customer service quality with customer behavioural outcomes in a retail service setting. The resulting affect empirically shows that service performance, through the specific grouping of known service quality constructs, improves the prediction of customer post-purchase perceptions and behaviours. However of greater significance in contributing to marketing theory, a general service quality model relating customer service quality with post-purchase customer behaviours, the PAWs model of Future Customer Behaviour was developed, which may be of value to researchers and practitioners alike in studying various service sector organisations.