Seeking a fresh perspective on enhancing service quality? This paper focuses on special factors related to the perceived value of service and service quality, offering guidelines for marketers. The article examines issues in the application of the concepts introduced in the first paper. Through a bank services scenario, the authors illustrate key concepts such as critical factors, utility, psychic influences, perceived value, and perceptions-reality divergence. This second paper in the series provides stimuli and seeds for future research. The paper is rich with ideas and relationships which provide stimuli and seeds for future research. An appendix provides an excellent review of concepts and terms, making this a valuable resource for marketing professionals and researchers. It will help to touch on an array of topics.
Published in Managing Service Quality: An International Journal, this paper directly addresses the journal's central theme. By providing guidelines for marketers to enhance service quality, the paper offers practical insights and a framework for improving service delivery. The conceptual relationships and fresh ideas touch on an array of topics.