Communicating service quality: are business‐to‐business ads different?

Service quality has been widely examined in the area of consumer research. The SERVQUAL scale, in particular, has been used to examine consumer perceptions of service quality as well as the communication of service quality cues in advertising. The literature suggests that service quality is an important purchasing criterion among business customers; however, no studies have examined how service quality is communicated through advertisements targeting business customers, as opposed to general consumers. SERVQUAL consists of five dimensions of service quality ‐ assurance, empathy, reliability, responsiveness, and tangibles. Using these dimensions as a basis for the study, a content analysis revealed that advertisements targeting business customers communicate service quality differently than ads targeting general consumers.