The concept and nature of quality dynamics in services

The purpose of this paper is to discuss the dynamic nature of customer perceived service quality and conceptualize this phenomenon. Earlier service quality models have mostly found service quality to result from a single service transaction or single service assignment or project. Although some of these models include elements that connect the service transaction to its past and future, attention to dynamic perspective of service quality has been scant. Indeed, there is a clear need to discuss the nature of quality dynamics in services as well as conceptualize this phenomenon. This paper contributes by developing the concept of quality dynamics in services and by explaining the nature of this phenomenon. The present conceptual paper is based on an extensive literature analysis.