Technology, Design and Service Quality

Technology as a key dimension of service quality has generally been overlooked. When embedded in organisation culture, technology creates a competitive advantage sustainable over time because it is not easily imitated. The value of developing operational definitions of service quality dimensions is explored. Technology is investigated not only as input‐processing‐output but as the application of knowledge to work. Two components of technology are: service logic (know‐why) and service technique (know‐how). Service logic is offered as the means for expressing causal relationships in a way that establishes rational connections between seemingly unrelated operating events. Service technique is viewed as a way of doing things designed to optimise customer satisfaction while maximising employee satisfaction. The service map is presented as a managerial tool for discovery of the service logic that gives rise to service technique.