BALANCE THEORY APPLIED TO SERVICE QUALITY - A FOCUS ON THE ORGANIZATION, PROVIDER, AND CONSUMER TRIAD

As quality experts have focused primarily on manufacturing, theoretica l frameworks for examining quality in the service sector are lacking. In order to fill this gap, Heider's (1958) balance theory is applied t o explain how service organization, service provider, and consumer int errelationships influence service quality. Propositions are offered pe rtaining to: (a) how and why positive or negative relationships among the parties in this triad are developed, and (b) the consequences of t hese relationships on service quality, affective outcomes, and withdra wal behaviors. Examination of the ''service triangle'' within this fra mework can enhance understanding of quality service delivery and guide future research efforts in the continuous improvement domain.