【正文】 of the service and standardize as many ponents of it as possible? Institute a formal, ongoing process for setting service specifications? Eliminate “perception of infeasibility” on the part of senior managers? Make a true mitment to improving service quality169。 not to be reproduced or disseminated without the author’s permission 16SERVQUAL: Development, Refinement, and Empirical Findings169。 not to be reproduced or disseminated without the author’s permission 20Relative Importance of Service Dimensions When Respondents Allocate 100 Points [Study 1]TANGIBLES 11%EMPATHY 16%RELIABILITY 32%ASSURANCE 19%RESPONSIVENESS 22%169。 not to be reproduced or disseminated without the author’s permission 24Measure of ServiceAdequacy (MSA)Measure of ServiceSuperiority (MSS)==PerceivedServicePerceivedServiceAdequateServiceDesiredServiceThe Two Levels of Expectations Imply Two Corresponding Measures of GAP 5:169。 not to be reproduced or disseminated without the author’s permissionMeasurement Error: Percent of Respondents Answering IncorrectlyType of Company169。 A. Parasuraman, University of Miami。 A. Parasuraman, University of Miami。 not to be reproduced or disseminated without the author’s permissionTechnology’s Growing Role in Marketing to and Serving Customers: Pyramid ModelCompanyEmployees CustomersTechnologyInternal MarketingInteractive MarketingExternal Marketing169。 not to be reproduced or disseminated without the author’s permission 42Dimensions of eService Quality from Focus Groups ? Access? Ease of Navigation? Efficiency? Customization/ Personalization? Security/Privacy? Responsiveness? Assurance/Trust? Price Knowledge? Site Aesthetics? Reliability? Flexibility169。 not to be reproduced or disseminated without the author’s permission 46Ease ofNavigationEasy to Maneuverthrough SiteEasy to FindWhat I NeedSpeed of CheckoutSearch EngineOneclick OrderingTab StructuringSite MapMeansEnd Model of eService QualityDimensions HigherLevelAbstractionsPerceptualAttributesConcreteCues169。 not to be reproduced or disseminated without the author’s permissionDimensions of eSQCore Dimensions[ESQUAL]? Efficiency? Fulfillment? System Availability? PrivacyRecovery Dimensions[ERecSQUAL]? Responsiveness? Compensation? ContactSource: Parasuraman, Zeithaml, and Malhotra, “ESQUAL: A MultipleItem Scale for Assessing Electronic Service Quality,” Journal of Service Research, February 2023.169。 not to be reproduced or disseminated without the author’s permissionMultinational Research Studies on Technology Readiness? Began in 1997 in the USA and still ongoing? Being conducted in collaboration with Charles Colby, President, Rockbridge Associates? Have thus far involved several qualitative and quantitative studies? Completed studies include three “National Technology Readiness Surveys” in the USA [NTRS 1999, 2023, 2023, 2023 and 2023] ? National studies also have been done or are underway in Austria, Chile, Germany, Singapore and Sweden169。 A. Parasuraman, University of Miami。 belief that it offers increased control, flexibility and efficiency? Innovativeness: Tendency to be a technology pioneer and thought leader? Disfort: Perceived lack of control over technology and a feeling of being overwhelmed by it? Insecurity: Distrust of technology and skepticism about its working properly169。 not to be reproduced or disseminated without the author’s permission 65OPT. .Mean TRScoresTR Scores by Dimension and Overall TRI 1999 2023 2023 20232023169。 not to be reproduced or disseminated without the author’s permission 69Five TRBased Customer SegmentsOptimismInnovativenessDisfortInsecurityExplorers High High Low LowPioneers High High High HighSkeptics Low Low Low LowParanoids High Low High HighLaggards Low Low High High169。 not to be reproduced or disseminated without the author’s permissionHighTech versus HighTouch Customer ServiceHighLowAppeal of HighTech Service ChannelsAppeal of HighTouch Service ChannelsExplorersPioneersSkepticsParanoidsLaggardsLow High74169。 一月 21一月 21Friday, January 22, 2023? 雨中黃葉 樹 ，燈下白 頭 人。 2023/1/22 20:29:0120:29:0122 January 2023? 1做前，能 夠環(huán)視 四周；做 時(shí) ，你只能或者最好沿著以腳 為 起點(diǎn)的射 線 向前。 一月 2120:29:0120:29Jan2122Jan21? 1故人江海 別 ，幾度隔山川。 not to be reproduced or disseminated without the author’s permissionIn Conclusion, to Deliver Superior Service in Library Environments:? Understand customers’ service expectations and how well those expectations are being met? Work systematically to remove anizational barriers that lead to poor customer service offline and online? Recognize and capitalize on the increasing role of technology in serving customers, but …? Be cognizant of customers’ and employees’ readiness to embrace technologybased services? Recognize that eservice quality as perceived by customers involves much more than having a stateoftheart website? Put in place a solid behindthescenes infrastructure information systems, logistics, and human resources to deliver what a website’s fa231。 not to be reproduced or disseminated without the author’s permission 70%Typology of Technology Customers: Percent of Population in Each Segment1999 2023 2023 20232023169。 not to be reproduced or disseminated without the author’s permissionLow TRHigh TR%169。 not to be reproduced or disseminated without the author’s permission 62? Optimism 10 items? Innovativeness 7 items? Disfort 10 items? Insecurity 9 itemsThe TRI: A 36Item, 4Dimensional Scale to Measure TR169。 A. Parasuraman, University of Miami。 not to be reproduced or disseminated without the author’s permission 55Key Insights from Qualitative Research Studies? TR doesn’t just refer to possessing