A framework for service quality improvement in multi-stage processes

The purpose of this research is to develop an integrative framework for identifying and prioritising process improvement opportunities in a multi‐stage service operation with the objective of improving quality perception. The proposed framework identifies important perceptual elements in the process and links the abstract nature of service quality perception with the operational measures (e.g., delivery time) of actual process performance. The proposed framework looks beyond customer SQ perception scores and analyses the actual performance of the process alongside customer perception in a multi‐stage service process. The framework recommends that the customer perception of service quality and process performance are to be measured and analysed simultaneously for any process improvements. The applicability of the framework is verified by using a real‐life case on customer service request and the service delivery process. Ordinal logistic regression is used to determine the process improvement priorities. The case study findings provide evidence and critical insight into the linkage of customer perception of service quality with operational measures of actual process performance.