What truly drives customer satisfaction versus dissatisfaction in the service sector? This paper examines the key determinants of service quality, differentiating between factors that primarily satisfy customers and those that primarily cause dissatisfaction. Analyzing 579 anecdotes from UK bank customers using the critical incident technique, the study seeks to refine our understanding of service quality drivers. The analysis reveals that attentiveness, responsiveness, care, and friendliness are predominantly satisfying determinants, while integrity, reliability, responsiveness, availability, and functionality are primarily sources of dissatisfaction. Responsiveness emerges as a pivotal factor, significantly impacting both satisfaction and dissatisfaction. This contradicts previous research suggesting causes of satisfaction and dissatisfaction are merely opposite sides of the same coin. This research challenges existing perspectives by demonstrating that reliability is predominantly a source of dissatisfaction, rather than satisfaction, suggesting a fresh look at service quality frameworks. These results provide actionable insights for service providers seeking to prioritize improvements that maximize customer satisfaction and minimize negative experiences.
Appearing in the International Journal of Service Industry Management, this research aligns directly with the journal's focus on improving service operations and customer experiences. By differentiating between satisfiers and dissatisfiers in service quality, the paper provides valuable insights for managers seeking to optimize their service delivery and enhance customer loyalty, contributing to the journal's overarching goal of advancing the field.