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he service is delivered (GroÈnroos, 1985;Morgan and Piercy, 1992). Perceived value is viewed as benefits received relative to costs (Zeithaml, 1988). Customer satisfaction is viewed as theoverall assessment of the service provider while future intentions are the
stated likelihood of returning to the service provider. The model parallels the
``tripartite model'' where the antecedents of satisfaction are the observed
variables leading to an inferred state, satisfaction, leading to observed
variables, future intentions (Eagly and Chaiken, 1993).
To accomplish the research objective, an empirical investigation was
conducted to test a model where the three antecedents of satisfaction werecore and relational service quality and perceived value and the consequencesof satisfaction were future intentions. To allow for generalizations beyond asingle service and to enhance the model's validity, four different serviceswere investigated. A major contribution of this research is the inclusion ofperceived value into the customer satisfaction model. This provides theopportunity to examine the relative importance of both service quality andperceived value on customer satisfaction and future intentions. Further,service managers will be able to better address the question: ``Where doesperceived value fit in the customer satisfaction equation?''
BackgroundEach of the components of the model ± service quality, perceived value,customer satisfaction and future intentions ± will be discussed in turn. Thisreview will provide the basis for both the methodological approach taken andmeasurements used to test the model.
Service quality dimensionsConsiderable research has focused on identifying the dimensions orcomponents of service quality; those aspects that consumers evaluate to formoverall judgements about the service (Parasuraman et al., 1985, 1988, 1991a,1993; Zeithaml et al., 1996; Brown et al., 1993; Cronin and Taylor, 1992;Teas, 1993). The literature revealed that there is considerable debate as to the
basic dimensions of service quality (see Brown et al., 1993; Cronin and
Taylor, 1992 for reviews) and the dimensions that may be common versus
distinct across services (Carman, 1990; Cronin and Taylor, 1992; Teas,
1993; Taylor and Baker, 1994).
Empirical evidence and theoretical arguments suggest that there may be twooverriding dimensions to service quality; the core or outcome aspects
(contractual) of the service, and the relational or process aspects (customer-Figure 1. Proposed drivers of customer satisfaction and future intentionsAn empirical relationship) of the service (GroÈnroos, 1985; McDougall andLevesque, 1992; Morgan and Piercy, 1992; Parasuraman et al., 1991b;Dabholkar et al., 1996). The core (what is delivered) and the relational (how it is delivered) are the basic elements for most services. The empirical research has shown that the service quality dimensions, including core andrelational service quality, are related to overall service quality and/or customer satisfaction (Fisk et al., 1993; Taylor and Baker, 1994; Zeithaml et
al., 1996; Dabholkar et al., 1996).
In summary, two important dimensions of overall service quality are core
and relational quality. These two dimensions have been linked to customer
satisfaction, typically in studies that focus on determining the dimensions of
service quality versus the inclusion of other potential determinants of
satisfaction. Rece