Title: Transparency in SERVQUAL model to deal with information-enabled customers

Authors: Shiv Ratan Agrawal

Addresses: IBS Hyderabad, a Constituent of IFHE, Deemed to be University, India

Abstract: The present study highlights the importance of 'transparency' as an additional element in the SERVQUAL model. The study employed a critical incident technique (CIT) that penetrates participants' internal insights to understand their behaviour in-depth. The findings not only explore the importance of transparency in the SERVQUAL model but also emphasises that it complements five service quality dimensions to get positive responses from customers. The study would guide service providers and managers on how to adapt the holistic view of the transparency component with service quality parameters for dealing with information-enabled customers.

Keywords: transparency; SERVQUAL model; critical incident technique; CIT; customer responses; information-enabled customer.

DOI: 10.1504/IJECRM.2021.120344

International Journal of Electronic Customer Relationship Management, 2021 Vol.13 No.2, pp.117 - 145

Received: 07 Dec 2020
Accepted: 02 Mar 2021
Published online: 17 Jan 2022 *

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