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RESEARCH ARTICLE SUMMARY - PRACTITIONER IMPLICATIONS Every newsletter, we will examine a recent empirical research article and examine its implications for marketing. If there are any specific areas you would like us to investigate, let us know at src@srchk.com . WEEKES, D., SCOTT, M., & PAULA, M (1996) MEASURING QUALITY & CLIENT SATISFACTION IN PROFESSIONAL BUSINESS SERVICES. JOURNAL OF PREFESSIONAL SERVICES MARKETING, 14(2), PP 25-37 The authors investigated the key factors and attributes used by decision makers to determine supplier choice of professional services to gain insight into what communication action may increase awareness and loyalty in existing and potential buyers. Drawing on the SERVQUAL scale of service quality measurement, 65 usable questionnaires were received from a sample of accounting firm clients. Using factor analysis, twelve dimensions of service quality were produced explaining 79.4% of variance. Seven of the factors that emerged were assurance, professionalism, exceptions, timeliness, empathy, fees, and tangibles. Results of the survey indicated the factors of assurance, fees, and tangibles showed deficiency (actual or perceived) and required more attention. The authors suggested that poor communication channels maybe the cause of such problems. IMPLICATIONS One can never assume that what you think you delivered is what the client perceives it received. Additionally, it supports the validity of the SERVQUAL instrument as a means of measuring satisfaction levels as long as it is adjusted (added dimensions) for the context under investigation. Knowing client perceptions is extremely valuable both in the drive for new business and in the maintenance of existing clients as it determines what type of communications should be stressed and this is bound to vary by market segment.
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