Data Analysis Techniques in Service Quality Literature: Essentials and Advances

  • Mohammed Naved Khan Department of Business Administration, Faculty of Management Studies & Research Aligarh Muslim University,
  • Mohammed Adil Department of Business Administration, Faculty of Management Studies & Research Aligarh Muslim University,

Abstract


Academic and business researchers have for long debated on the most appropriate data analysis techniques that can be employed in conducting empirical researches in the domain of services marketing. On the basis of an exhaustive review of literature, the present paper attempts to provide a concise and schematic portrayal of generally followed data analysis techniques in the field of services quality literature. Collectively, the extant literature suggests that there is a growing trend among researchers to rely on higher order multivariate techniquesviz. confirmatory factor analysis, structural equation modeling technique etc. to generate and analyze complex models, while at times ignoring very basic and yet powerful procedures such as mean, t-Test, ANOVA and correlation. The marked shift in orientation of researchers towards using sophisticated analytical techniques can largely be attributed to the competition within the community of researchers in social sciences in general and those working in the area of service quality in particular as also growing demands of reviewers of journals. From a pragmatic viewpoint, it is expected that the paper will serve as a useful source of information and provide deeper insights to academic researchers, consultants, and practitioners interested in modelling patterns of service quality and arriving at optimal solutions to increasingly complex management problems.

Author Biography

Mohammed Naved Khan, Department of Business Administration, Faculty of Management Studies & Research Aligarh Muslim University,

Associate Professor


References

AbuShanab, E. & Pearson, J.M. (2007). Internet banking in Jordan: the unified theory of acceptance and use of technology (UTAUT) perspective.Journal of Systems and Information Technology, 9(1), 78–97.

Adil, M. (2011).Assessing service quality at public sector bank: A comparative study of urban and rural customers.International Journal for Business, Strategy & Management, 1(1), 1-9.

Adil, M. & Khan, M.N. (2011).Measuring service quality at rural branches of retail banks: an empirical study.Integral Review-A Journal of Management,4(1-2): 25-39.

Adil, M. (2012). Customer tradeoffs between perceived service quality and satisfaction: a SEM approach towards Indian rural retail banks. Pp. 3-16in RahelaFarooqi and SaiyedWajid Ali (Eds.) Emergingparadigms in marketing, New Delhi: Wisdom Publications.

Adil, M.& Khan, M.N. (2012a).Mapping service quality at banks in rural India: scale refinement and validation. Prabhandgyan- International Journal of Management, 1(July), 10-20.

Adil, M.& Khan, M.N. (2012b).Measuring ATM service quality in India: a CFA approach. Proceedings of the 12th International Consortium of Students in Management Research, IISc- Bangalore, India.

Adil, M. and Khan, M.N. (2012c). The moderating effects of customer complaints on perceived service quality and customer loyalty: Evidences from rural banksin India. Proceedings of the Second International Marketing Conference, IIM-Calcutta, India.

Adil, M., Khan, M.N. and Khan, K.M. (2013a). Exploring the relationships among service quality, customer satisfaction, complaint behaviour and loyalty in Indian urban retail banks: a confirmatory factor analytic approach. Proceedings of the 5th IIMA Conference on Marketingin Emerging Economies, IIM- Ahmedabad, India. 166-172.

Adil, M., Akhtar, A. & Khan, M.N. (2013b). Refinement of internet banking service quality scale: a confirmatory factor analysis approach.International Journal of Services and Operations Management, 14(3),336–354.

Ahire, S.L.,Golhar, D.Y.& Waller, M.A. (1996). Development and validation of TQM implementation constructs. Decision Sciences, 27(1), 23-56.

Albright, J.J. & Park, H.M. (2009).Confirmatory factor analysis using Amos, LISREL, Mplus, and SAS/STAT CALIS.Working Paper, The University Information Technology Services (UITS) Centre for Statistical and Mathematical Computing, Indiana University, available at: www.indiana.edu/~statmath/stat/all/cfa/index.html.

Al-Hawari, M., Hartley, N. & Ward, T. (2005).Measuring banks' automated service quality: a confirmatory factor analysis approach.Marketing Bulletin, 16(1), 1-19.

Alkadry, M.G. (2003). Deliberative discourse between citizens and administrators: if citizens talk, will administrators listen? Administration and Society, 35(2),184–209.

Allil, K. (2009). Factors affecting adoption of mobile marketing: a comparative study of Syria and India. Unpublished doctoral dissertation submitted at Aligarh Muslim University, India.

Arbuckle, J.L.(2003). ‘AMOS 5.0 Update to the AMOS User's Guide’, Small Water Corporation, Chicago.

Anderson, J.C. &Gerbing, D.W. (1988). Structural equation modeling in practice: a review of the two-step approach.Psychological Bulletin,103(3): 53-66.

Auken, S.V. & Barry, T.E. (2009).Assessing the nomological validity of a cognitive age segmentation of Japanese seniors.Asia Pacific Journal of Marketing and Logistics,21(3),315–328.

Babin, B., Hardesty, D.M. &Suter, T.A. (2003).Color and shopping intentions: the intervening effect of price fairness and perceived affect.Journal of Business Research, 56,541-551.

Bagozzi, R.P. (1995).Reflections on relationship marketing in consumer markets.Journal of the Academy of Marketing Science, 23(4), 272-277.

Bentler, P.M. &Bonett, D.G. (1980).Significance tests and goodness of fit in the analysis of covariance structures.Psychological Bulletin, 88(3), 588-606.

Bollen, K.A. (1989).Structural Equations with Latent Variables, John Wiley & Sons, New York,NY.

Bollen, K.A. & Long, J.S.(1993).Testing Structural Equation Models, SAGE Publications, Newbury Park, CA.

Boshoff, C. &Terblanche, N.S. (1997). Measuring retail service quality: a replication study.South African Journal of Business Management, 28(4), 123-128.

Brown, T.A. (2006).Confirmatory Factor Analysis for Applied Research. New York, NY: The Guilford Press.

Brochado, A. (2009). Comparing alternative instruments to measure service quality in higher education.Quality Assurancein Education,17, 174-190.

Browne, M.W. &Cudeck, R. (1992). Alternative ways of assessing model fit. Sociological Methods & Research,21(2), 230-258.

Byrne, B.M.(2001).Structural equation modelling with AMOS: basic concepts, applications and programming.Lawrence Erlbaum, New Jersey.

Choudhury, A. (2009). ANOVA: Analysis of Variance.Accessed from http://explorable.com/anova retrievd on Feb 2013.

Coleby, D.E. & Duffy, A.P. (2005).A visual interpretation rating scale for validation of numerical models. The International Journal for Computation and Mathematics in Electrical and Electronic Engineering, 24(4), 1078-1098.

Cronbach, L.J. (1951).Coefficient alpha and the internal structure of tests.Psychometrica, 1(6), 297-334.

Cronin, J.J. & Taylor, S.A. (1992).Measuring service quality: a re-examination and extension.Journal of Marketing, 6(July),55-68.

Crowley, S. L. & Fan, X. (1997). Structural equation modeling: basic concepts and applications in personality assessment research. Journal of Personality Assessment, 68(3), 508-531.

Dabholkar, P.A., Shepherd, C.D. & Thorpe, D.I. (2000).A comprehensive framework for service quality: an investigation of critical conceptual and measurement issues through a longitudinal study, Journal of Retailing, 76(2), 131-9.

Dunson, D.B., Palomo, J. &Bollen, K. (2005).Bayesian structural equation modeling. Technical Report of Statistical and Applied Mathematical Science Institute, 1-36.

Filliben, J.J. (2012).Measures of skewness and kurtosis.Engineering Statistics Handbook, http://www.itl.nist.gov/div898/handbook/eda/section3/eda35b.htm

Fornell, C. &Larcker, D.F. (1981).Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research, 18(1), 39-50.

Glass, G.V., Peckham, P.D. & Sanders, J.R. (1972).Consequences of failure to meet assumptions underlying the fixed effects analysis of variance and covariance.Review of Education Research, 42, 237-288.

Hair, J.F., William, C.B., Babin, B.J., Anderson, R.E. &Tatham, R.L. (2006).Multivariate Data Analysis, Pearson University Press, New Jersey.

Hayduk, L. A. (1987). Structural equation modeling with LISREL: Essentials and advances. Baltimore: Johns Hopkins University Press.

Hayduk, L. A. (1996). LISREL issues, debates, and strategies. Baltimore: Johns Hopkins University Press.

Ho, S. &Ko, Y. (2008). Effects of self-service technology on customer value and customer readiness: the case of internet banking.Internet Research, 18(4), 427–446.

Holmes-Smith, P. (2001). Introduction to Structural Equation Modelling using LISREL. Perth: ACSPRI-Winter training Program.

Holmes-Smith, Cunningham, E. &Coote, L. (2006).Structural equation modelling: from the fundamentals to advanced topics, School Research, Evaluation and Measurement Services, Education & Statistics Consultancy, Statsline.

Hooper, D., Coughlan, J. & Mullen, M.R. (2008). Structural equation modelling: guidelines for determining model fit. The Electronic Journal of Business Research Methods, 6(1), 53-60.

Hu, L., &Bentler, P.M. (1999).Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling, 6, 1-55.

James, L., Mulaik, S. & Brett, J.M. (1982).Causal analysis: assumptions, models and data, Beverly Hills, CA: Sage Publications.

Joreskog, K.G. (1970). A general method for analysis of covariance structures.Biometrika, 57(2),239–251.

Judd, C. M. & McClelland, G.H. (1989). Data analysis: a model comparison approach. San Diego: Harcourt, Brace, Jovanovich.

Karioti, V. & Caroni, C. (2002).Detecting an outlier in a set of time series.pp. 371- 374.Proceedings of the 17th International Workshop in Statistical Modelling.Chania, Greece.

Karioti, V. & Caroni, C. (2003).Fixed and random innovative outliers in sets of time series.International Workshop on Computational Management Science, Economics, Finance and Engineering. Limassol, Cyprus.

Khan, M.N. & Adil, M. (2011). Critical factors in service delivery: a comparison of urban and rural branches of State Bank of India.International Journal of Management Development and Information Technology, 9(1), 15-23.

Khare, A. (2011).Customer’s perception and attitude towards service quality in multinational banks in India.International Journal of Services and Operations Management, 10(2),199–215.

Kerlinger, F.N. (1986).Foundations of Behavioral Research, 3rd ed., HRW, New York, NY.

Kim, K. & Frazier, G.L. (1997). On distributor commitment in industrial channels of distribution: a multicomponent approach.Psychology and Marketing, 14(8),847–77.

Kline, R.B. (1998).Principles and practice of structural equation modeling, Guildford Press, New York.

Kline, R.B. (2005). Principles and practice of structural equation modeling(2nd. ed.). New York: The Guilford Press.

Lai, V.S., Chau, P.Y.K. & Cui, X.(2010).Examining internet banking acceptance: a comparison of alternative technology adoption models.International Journal of Electronic Business, 8(1): 51-79.

Lavrakas, P.J. (2008). Self-administered questionnaire.Encyclopedia of Survey Research Methods, 804-805, DOI: 10.4135/9781412963947.

Liao, C., To, P.L., Liu, C.C., Kuo, P.Y. & Chuang, S.H. (2011).Factors influencing the intended use of web portals.Online Information Review, 35(2): 237–254.

Lii, Y. & Lee, M. (2012).The joint effects of compensation frames and price levels on service recovery of online pricing error.Managing Service Quality, 22(1), 4-20.

Lin, J.S.C. & Chang, H.C. (2011).The role of technology readiness in self-service technology acceptance.Managing Service Quality, 21(4), 424-444.

MacCallum, R.C. & Austin, J.T. (2000).Applications of structural equation modeling in psychological research.Annual Reviews Psychology, 51: 201-226.

Mattsson, J. (1992). A service quality model based on ideal value standard.International Journal ofService Industry Management, 3(3), 18-33.

McDonald, R.P. &Ho, M.H.R. (2002).Principals and practice in reporting structural equation analyses.Psychological Methods, 7,64-82.

Merriam, S.B. (1988). Case Study Research in Education: A Qualitative Approach. San Francisco: Jossey-Bass Publishers.

Mihajlovic, I., Strbac, N., Djordjevic, P., Ivanovic, A., & Zivkovic, Z. (2011). Technological Process Modeling Aiming to Improve its Operations Management. Serbian Journal of Management, 6(2), 135 - 144.

Miller, R.G. (1997). Beyond ANOVA: Basics of Applied Statistics. Boca Raton, FL: Chapman & Hall.

Mostafa, M.M. (2007). A hierarchical analysis of the green consciousness of the Egyptian consumer.Psychology & Marketing.24(5), 445-473.

Narayan, B., Rajendran, C. &Sai, P.L. (2008). Scales to measure and benchmark service quality in tourism industry: a second-order factor approach.Benchmarking: An International Journal, 15(4), 469– 493.

Nordstokke, D.W. &Zumbo, B.D. (2007).A cautionary tale about Levene’s tests for equality of variances.Journal of Educational Research and Policy Studies, 7(1), 1-14.

Nordstokke, D.W. &Zumbo, B.D. (2010).A new nonparametric test for equal variances.Psicologica, 31, 401-430.

Nordstokke, D.W., Zumbo, B.D., Cairns, S.I. &Saklofske, D.H. (2011). The opening characteristics of the nonparametric Levene test for equal variances with assessment and evaluation data. Practical Assessment, Research & Evaluation, 16(5), 1-8.

Nunnally, J.C. (1978), Psychometric Theory, Second Edition, New York, McGraw Hill.

O.Leary-Kelly, S.W. &Vokurka, R.J. (1998).The empirical assessment of construct validity.Journal of Operations Management, 16(4), 387-405.

Osborne, J. W., Christiansen, W.R.I. & Gunter, J.S. (2001). Educational psychology from a statistician's perspective: a review of the quantitative quality of our field. Paper presented at the Annual Meeting of the American Educational Research Association, Seattle, WA.

Osborne, J.W. &Overbay, A. (2004).The power of outliers and why researchers should always check for them.Practical Assessment, Research & Evaluation, 9(6).

http://PAREonline.net/getvn.asp?v=9&n=6.

Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1985).A conceptual model of service quality and its implications for future research.Journal of Marketing, 49(3), 41-50.

Peter, J.P. (1979). Reliability: a review of psychometric basics and recent marketing practices. Journal of Marketing Research, 16(February),6–17.

Peter, J.P. (1981). Construct validity: a review of basic issues and marketing practices.Journal of Marketing Research, 18(May), 133-145.

Perreault,W.D., Jr. & Laurence, E.L. (1989). Reliability of nominal data based on qualitative judgments.Journal of Marketing Research, 26(May), 135-148.

Robinson, J.P., Shaver, P.R. &Wrightsman, L.S. (1991).Criteria for scale selection and evaluation.in Robinson, J.P., Shaver, P.R. and Wrightsman, L.S. (Eds.). Pp. 1-15, Measures of Personality and Social Psychological Attitudes, San Diego, CA:The Academic Press.

Roy, S.K. &Shekhar, V. (2010).Dimensional hierarchy of trustworthiness of financial service providers.International Journal of Bank Marketing,28(1), 47-64.

Schumacker R & Lomax R (1996).A Beginner Guide to Structural Equation Modelling.Mahwah, New Jersey: Lawrence Erlbaum Association.

Seiler, V.L., Seiler, M.J.Arndt, A.D., Newell, G & Webb, J.R. (2010).Measuring service quality with instrument variation in an SEM framework.Journal of Housing Research, 19(1), 47-63.

Seth, A., Momaya, K. & Gupta, H.M. (2008). Managing the customer perceived service quality for cellular mobile telephony: an empirical investigation. Vikalpa,33(1): 19-34.

Sharma, S. (1996).Applied Multivariate Techniques. John Wiley & Sons, Inc., New York.

Singh, P.J. & Smith, A. (2006).An empirically validated quality management measurement instrument.Benchmarking: An International Journal, 13(4), 493-522.

Snedecor, G.W. & Cochran, W.G. (1989). Statistical Methods, Eighth Edition, Iowa State University Press.

Sohail, M.S. &Shaikh, N.M. (2008). Internet banking and quality of service: perspectives from a developing nation in the Middle East.Online Information Review, 32(1), 58–72.

Srinivas, C. & S. Kumar (2010). Is structure-conduct-performance a case of structure– performance? structural equation modelling of Indian industries.International Journal of Business and Emerging Markets, 2(1), 3–22.

Sweeney, J.C., Soutar, G.N. & Johnson, L.W. (1997).Retail service quality and perceived value.Journal of Consumer Services, 4(1), 39-48.

Trochim, W.M.K. (2006). The research methods knowledge base.2nd ed. http://www.socialresearchmethods.net/kb.

Vigoda, E. (2002).Administrative agents of democracy?a structural equation modeling of the relationship between public-sector performance and citizenship involvement.Journal of Public Administration Research and Theory, 12(2),241–272.

Wenning, C. (2012). Validity and Reliability in Performance Assessment, retrieved from http://www.phy.ilstu.edu/pte/311content/assess&eval/validity&reliability.html,accessed on February, 2013.

Wilson, D.D. (1995). IT investment and its productivity effects: an organisational sociologist’s perspective on directions for future research.Economics of Innovation and New Technology, 3,235-51.

Wymer, W. &Alves, H.M.B. (2012). Scale development research in nonprofit management & marketing: a content analysis and recommendation for best practices. Int. Rev Public Nonprofit Mark, DOI 10.1007/s12208-012-0093-1.

Yuan, K.H. &Bentler, P.M. (1998).Structural equation modeling with robust covariances.In A. Raftery (Ed.), Sociological Methodology. Pp.363–396. Malden, MA: Blackwell.

Zhu, F.X., Wymer, W.J. & Chen, I. (2002).IT-based services and service quality in consumer banking.International Journal of Service Industry Management, 13(1), 69-90.

Published
2013/01/18
Section
Review Paper