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The Alpha, Beta, Gamma Approach to Measuring Change and its use for Interpreting the Effectiveness of Service Quality Programs

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  • Grahame R. Dowling

    (Australian Graduate School of Management, University of New South Wales, Sydney, NSW 2052.)

Abstract

Engineering change in consumer attitudes and behaviour is a focus of much marketing activity. To date however, neither academic nor practising marketing researchers have recognised that various types of change may result from their interventions. This paper outlines the Alpha. Beta, Gamma model of change originally developed in the discipline of organisational behaviour. This model suggests that marketing programs can produce these different types of change. The insights it provides are illustrated by applying it to changes in service quality as measured by the popular SERVQUAL scale.

Suggested Citation

  • Grahame R. Dowling, 2001. "The Alpha, Beta, Gamma Approach to Measuring Change and its use for Interpreting the Effectiveness of Service Quality Programs," Australian Journal of Management, Australian School of Business, vol. 26(1), pages 55-67, June.
    • Handle: RePEc:sae:ausman:v:26:y:2001:i:1:p:55-67
    DOI: 10.1177/031289620102600104
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    References listed on IDEAS

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    1. Peter, J Paul & Churchill, Gilbert A, Jr & Brown, Tom J, 1993. "Caution in the Use of Difference Scores in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(4), pages 655-662, March.
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