IDEAS home Printed from https://ideas.repec.org/a/sae/ausman/v26y2001i1p55-67.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/031289620102600104
    Download Restriction: no
    File URL: https://libkey.io/10.1177/031289620102600104?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Son K. Lam & Thomas E. DeCarlo & Ashish Sharma, 2019. "Salesperson ambidexterity in customer engagement: do customer base characteristics matter?," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 659-680, July.
    2. Sang-June Park & Youjae Yi, 2016. "Performance-only measures vs. performance-expectation measures of service quality," The Service Industries Journal, Taylor & Francis Journals, vol. 36(15-16), pages 741-756, December.
    3. Söderlund, Magnus & Sagfossen, Sofie, 2017. "The consumer experience: The impact of supplier effort and consumer effort on customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 219-229.
    4. Pierre Berthon & Leyland Pitt & Michael Ewing & Christopher L. Carr, 2002. "Potential Research Space in MIS: A Framework for Envisioning and Evaluating Research Replication, Extension, and Generation," Information Systems Research, INFORMS, vol. 13(4), pages 416-427, December.
    5. Rosanna Giannoccaro & Nicola Costantino & A. Ludovico & Roberto Pietroforte, 2008. "Measuring Citizen Satisfaction with Aspects of Public Services from a Local Authority and Determining Their Importance: A Case Study," Public Organization Review, Springer, vol. 8(1), pages 1-15, March.
    6. Volker Seiler, 2013. "Comment on Ameriks, Caplin, Leahy & Tyler (2007): Measuring Self-Control Problems," Working Papers CIE 61, Paderborn University, CIE Center for International Economics.
    7. Homburg, Christian & Rudolph, Bettina, 2001. "Customer satisfaction in industrial markets: dimensional and multiple role issues," Journal of Business Research, Elsevier, vol. 52(1), pages 15-33, April.
    8. Davern, Michael J. & Wilkin, Carla L., 2010. "Towards an integrated view of IT value measurement," International Journal of Accounting Information Systems, Elsevier, vol. 11(1), pages 42-60.
    9. Pedro Nuñez-Cacho & Jaroslaw Górecki & Valentín Molina-Moreno & Francisco A. Corpas-Iglesias, 2018. "What Gets Measured, Gets Done: Development of a Circular Economy Measurement Scale for Building Industry," Sustainability, MDPI, vol. 10(7), pages 1-22, July.
    10. Nicole Koschate-Fischer & Wayne D. Hoyer & Nicola E. Stokburger-Sauer & Jan Engling, 2018. "Do life events always lead to change in purchase? The mediating role of change in consumer innovativeness, the variety seeking tendency, and price consciousness," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 516-536, May.
    11. M. Sirgy & David Efraty & Phillip Siegel & Dong-Jin Lee, 2001. "A New Measure of Quality of Work Life (QWL) Based on Need Satisfaction and Spillover Theories," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 55(3), pages 241-302, September.
    12. Zeynep Müge Güzel & Aysegul Ozsomer, 2022. "Cleansing the doors of perception: Perceptual inaccuracy in marketing relationships," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 216-237, December.
    13. Luis L. Martins, 2005. "A Model of the Effects of Reputational Rankings on Organizational Change," Organization Science, INFORMS, vol. 16(6), pages 701-720, December.
    14. Jonathan D. Bohlmann & José Antonio Rosa & Ruth N. Bolton & William J. Qualls, 2006. "The Effect of Group Interactions on Satisfaction Judgments: Satisfaction Escalation," Marketing Science, INFORMS, vol. 25(4), pages 301-321, July.
    15. Heribert Gierl & Roland Helm & Stefan Stumpp, 2001. "Wertfunktion der Prospect-Theorie, Produktpräferenzen und Folgerungen für das Marketing," Schmalenbach Journal of Business Research, Springer, vol. 53(6), pages 559-588, September.
    16. Kraus, Florian & Haumann, Till & Ahearne, Michael & Wieseke, Jan, 2015. "When Sales Managers and Salespeople Disagree in the Appreciation for Their Firm: The Phenomenon of Organizational Identification Tension," Journal of Retailing, Elsevier, vol. 91(3), pages 486-515.
    17. Spiros Gounaris, 2005. "An alternative measure for assessing perceived quality of software house services," The Service Industries Journal, Taylor & Francis Journals, vol. 25(6), pages 803-823, September.
    18. Joachim Vosgerau & Erin Anderson & William T. Ross, Jr., 2008. "Can Inaccurate Perceptions in Business-to-Business (B2B) Relationships Be Beneficial?," Marketing Science, INFORMS, vol. 27(2), pages 205-224, 03-04.
    19. Youngtak M. Kim & John R. Busenbark & Seung-Hwan Jeong & Son K. Lam, 2022. "The performance impact of marketing dualities: a response surface approach to resolving empirical challenges," Journal of the Academy of Marketing Science, Springer, vol. 50(5), pages 915-940, September.
    20. Sparks, John R. & Areni, Charles S., 2002. "The effects of sales presentation quality and initial perceptions on persuasion: a multiple role perspective," Journal of Business Research, Elsevier, vol. 55(6), pages 517-528, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:ausman:v:26:y:2001:i:1:p:55-67. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: http://www.agsm.edu.au .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.