A Comparison of Episode Performance and Relationship Performance for a Discrete Service

Abstract

A new service relationship quality model, which makes a distinction between episodes and relationships, is presented. It is argued that customers' satisfaction with a service is determined by the value of the service, i.e. by service quality compared to sacrifices. This can be evaluated both at an episode and a relationship level. Parts of the model are investigated empirically in a hairdresser context. Hairdresser services are considered discrete services, as opposed to continuos services. Discrete services are services where the customer's loyalty is based on making a separate decision each time. In the study, service quality is measured as perceived performance of the service, using unmodified Servqual questions. Customers' perceptions of episode performance and relationship performance of the hairdresser are reported. The relation between the two different performance measures, episode satisfaction, relationship satisfaction and behavioral intentions are studied.