Measuring perceived service quality using integrated conjoint experiments

Proposes the use of integrated conjoint experiments to measure perceived service quality. It also demonstrates the process of modelling the hierarchical relations between operationally defined service attributes, strategically relevant service dimensions, and overall preference for banks or banking products. The proposed method, which is based on hierarchical information integration theory, avoids some of the limitations and problems of SERVQUAL and traditional conjoint analysis. The approach is demonstrated with an application to retail banks involving four service dimensions and 28 attributes. Conclusions are drawn about which dimensions and attribute changes will yield the strongest improvements in a bank's utility and competitive position. The paper ends with a discussion of topics for further research.