Sequential service quality in service encounter chains: case studies

Purpose The objective of the present research is to explore the construct of perceived sequential service quality in service‐encounter chains. Design/methodology/approach The study is based on a qualitative approach. Based on two case studies in the Swedish automotive and retail industries, the research applies a six‐dimensional, dual‐perspective construct of sequential service quality. The theoretical framework is derived from the constructs of service quality and service encounter. Findings The case studies do not indicate any dramatic differences in perceptions of the sequential service‐quality construct – despite the differences that exist between the industries. Although these industries are thus generically different, sequential service quality in service‐encounter chains is recognized as being important in both industries. It is contended that the six‐dimensional construct employed in the present study contributes to the exploration and conceptualization of sequential service quality in service‐encounter chains both from an upstream‐downstream and from a downstream‐upstream perspective. Although some minor differences exist, the overall conclusion is that the construct is valid and useful in understanding and exploring these important issues. Research limitations/implications Research and practice needs to extend well beyond single interactive constructs of service quality. The research approach introduced here – of sequential service quality in service‐encounter chains – contributes to an extended research agenda. Originality/value The approach might be fruitful in a number of areas for both researchers and practitioners that go beyond the boundaries of the currently accepted constructs and applications of service quality.