A Relationship-based Cross National Customer Decision-making Model in the Service Industry

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In 2012, the CIA World Fact Book showed that the service sector contributed about 76.6% and 51.4% of the 2010 gross national product of both the United States and Ghana, respectively. Research in the services area shows that a firm's success in today's competitive business environment is dependent upon its ability to deliver superior service quality. However, these studies have yet to address factors that influence customers to remain committed to a mass service in economically diverse countries. In addition, there is little research on established service quality measures pertaining to the mass service domain. This dissertation applies Rusbult's investment ... continued below

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Boakye, Kwabena G. August 2013.

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  • Boakye, Kwabena G.

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In 2012, the CIA World Fact Book showed that the service sector contributed about 76.6% and 51.4% of the 2010 gross national product of both the United States and Ghana, respectively. Research in the services area shows that a firm's success in today's competitive business environment is dependent upon its ability to deliver superior service quality. However, these studies have yet to address factors that influence customers to remain committed to a mass service in economically diverse countries. In addition, there is little research on established service quality measures pertaining to the mass service domain. This dissertation applies Rusbult's investment model of relationship commitment and examines its psychological impact on the commitment level of a customer towards a service in two economically diverse countries. In addition, service quality is conceptualized as a hierarchical construct in the mass service (banking) and specific dimensions are developed on which customers assess their quality evaluations. Using, PLS path modeling, a structural equation modeling approach to data analysis, service quality as a hierarchical third-order construct was found to have three primary dimensions and six sub-dimensions. The results also established that a country's national economy has a moderating effect on the relationship between service quality and investment size, and service satisfaction on investment size. This study is the first to conceptualize and use the hierarchical approach to service quality in mass services. Not only does this study build upon the investment model to provide a comprehensive decision model for service organizations to increase their return on investment but also, provides a congruence of work between service quality and the investment model in the management and decision sciences discipline.

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  • August 2013

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  • April 23, 2014, 8:20 p.m.

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  • Nov. 16, 2016, 12:54 p.m.

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Boakye, Kwabena G. A Relationship-based Cross National Customer Decision-making Model in the Service Industry, dissertation, August 2013; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc283834/: accessed December 15, 2018), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .