Can firms benefit from integrating high-frequency survey measures with objective service quality data?

IF 5.9 2区 管理学 Q1 BUSINESS
Jihoon Cho , Anocha Aribarg , Puneet Manchanda
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引用次数: 1

Abstract

The advent of digitization has allowed firms to collect high-frequency data - subjective and objective - to monitor their service performance. This paper proposes a methodological framework to help firms understand the value of collecting these data. We apply the framework to novel high-frequency, individual-level, cross-sectional and time-series measures of subjective post-purchase perceptions (via surveys) and objective operational performance from a quick service restaurant and an auto rental company. Our approach allows for the quantification of the statistical and economic significance of collecting high-frequency subjective measures in the presence of their objective counterpart. In both settings, our results show that not collecting subjective service measures can lead to economically significant biases in resource allocation. We also find the presence of both within- and across-individual selection in survey responses, with the latter having a much bigger impact on the results. Our findings advance the literature on the measurement and management of service performance and provide insights to managers for forecasting and resource allocation in service settings.

企业能否从将高频调查指标与客观服务质量数据相结合中受益?
数字化的出现使公司能够收集高频数据——主观和客观数据——以监控其服务绩效。本文提出了一个方法框架,以帮助企业了解收集这些数据的价值。我们将该框架应用于快速服务餐厅和汽车租赁公司的主观购买后感知(通过调查)和客观运营绩效的新的高频、个人水平、横截面和时间序列测量。我们的方法允许量化在客观对应物存在的情况下收集高频主观测量的统计和经济意义。在这两种情况下,我们的结果都表明,不收集主观服务指标会导致资源分配中的经济显著偏差。我们还发现,在调查回应中,既有内部选择,也有跨个体选择,后者对结果的影响要大得多。我们的研究结果推进了有关服务绩效衡量和管理的文献,并为管理者在服务环境中的预测和资源分配提供了见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
11.80
自引率
4.30%
发文量
77
审稿时长
66 days
期刊介绍: The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.
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