A COMPARISON OF SERVICE DELIVERY PROCESSES OF DIFFERENT COMPLEXITY

How sec-ice evaluations are influenced by the complexity of the servic e delivery process has not been adequately studied. Therefore, this st udy investigates three types of service professes: a hotel stay, a day conference and a restaurant visit, which represent different levels o f complexity. Cumulative satisfaction was measured for each service at tribute and their subattributes along the path of the sen ice process. In addition, overall satisfaction, service quality, disconfirmation o f expectations and likelihood to recommend and return were measured af ter completion of the service delivery. Both similar and dissimilar pa tterns of overall and cumulative evaluations were found across the thr ee processes. In terms oi the relative importance of process attribute s and subattributes, both common and core attributes across the three processes exhibited similar importances.