Enhancing Service Quality Through Integrated Services Marketing

Service quality is often conceptualized as the comparison of service expectations with actual performance perceptions. Emphasis is placed on the combined attitudinal construct of service quality, highlighting cognitive and affective components. The aim of this study is to evaluate these expectations and perceptions from the point of view of franchisees in a prominent home entertainment franchise system. The purpose is to identify integrated services marketing initiatives to facilitate service quality within the system. Research methodology includes a quantitative study using the Surveypro e commerce survey tool, facilitated with SPSS 2 for data analysis. Use is made of SERVQUAL and SERVPERF measurement tools, with factors incorporating the service profit chain, relationship management, best practice and service quality. Outcomes include the evaluation of the contribution of these factors toward service quality. Management implications involve the implementation of recommended integrated services marketing initiatives to enhance service quality