A REVIEW OF SERVICE QUALITY MODELS FOR MILLENNIAL IN EMERGING MARKET: THE NIGERIAN EXPERIENCE
Keywords:
Service quality, Service quality models, Millennial, Emerging market, Nigerian experienceAbstract
There are empirical evidences showing that service outcomes such as loyalty, satisfaction and preference is determined across demographic lines of age, gender, income and educational qualification. The millennial are a group of consumers distinguished by age and some other peculiar characteristics that makes them unique in the market place. With the current transformation of services from the traditional based to IT based, service quality (an abstract construct) requires utmost attention from the service provider. This study therefore seeks to identify and understand the peculiar characteristics of the millennial consumer in order to predict the service quality model that could be best suited for measuring service quality for this generation cohort in an emerging market such as Nigeria. The study adopted the thematic style in presenting the different service quality models that have been developed over the years as well as, the peculiar characteristics of the millennial in Nigeria. Based on the generational theory, the study identified the millennial uniqueness in the market place due to their adoption of the internet. The study therefore suggests the modification of service quality models that resonates with the individual identity. The need to understand the relationship between the consumer and the service provider in an online environment is a limitation of this study and a basis for future studyReferences
Akbaba, A. (2006), “Measuring service quality in the hotel industry: a study in a business hotel in Turkey”. International journal of hospitality management, 25(2), 170-192.
Amin , M, Yahya , Z, Faizatul W, Ismayatim , A., Zaroha, S.,N., andKassim, E., (2013) Service Quality Dimension and Customer Satisfaction: An Empirical Study in the Malaysian Hotel Industry, Services Marketing Quarterly, 34:2, 115-125, DOI: 10.1080/15332969.2013.770665
Amin, M., Isa, Z. and Fontaine, R. (2013), “Islamic banks: contrasting the drivers of customer satisfaction on image, trust, and loyalty of Muslim and non-Muslim customers in Malaysia”, International Journal of Bank Marketing, 31(2) 79-97
Anggraeni, R. and Susilanati, C. (2022), To pay through the nose? The reasons for millennial willingness to pay premium for green products, in Sergi, B. S and Sulistiawan, D (Ed.) Modeling Economic Growth in Contemporary Indonesia (Entrepreneurship and Global Economic Growth ), Emerald Publishing Limited, Bingley, 135-150
Anyanwu, A. (2000), “Dimensions of marketing”. Owerri, Avan Global Publication.
Babakus, E. and Boller, G. W. (1992), “An empirical assessment of the SERVQUAL scale”, Journal of Business Research, 24 (2) 253-68
Backman, S., and Veldkamp, C. (1995). Examining the relationship between service quality and user loyalty. Journal of Park and Recreation Administration, 13, 29-41.
Baker, D., and Crompton, J. (2000). Quality, satisfaction and behavioural intentions; Annals of Tourism Research, 27, 785-804.
Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J. B., and Ramachander, S., (2000): “Effects of Brand Local and Nonlocal Origin on Consumer Attitude in Developing Countries”, Journal of Consumer Psychology, No. 9, 2
Bloemer, J., de Ruyter, K. and Peeters, P. (1998), “Investigating drivers of bank loyalty: The complex relationship between image, service quality and satisfaction”, International Journal of Bank Marketing, 16 (6) (7) 276-86
Bolton, R N.and Drew, J H. (1991a), “A longitudinal analysis of the impact of service changes on customer attitudes," Journal of Marketing, 5 (5), 1-9
Brady, M. K., andCronin, J. Jr. (2002), “Performance only measurement of service quality: A replication and extension”, Journal of Business Research, 55 (1), 17-31
Buttle, Frances, (1996). “SERVQUAL: Review, critique, research agenda”, European Journal of Marketing, 30 (1) 8-32
Carman, .J. M. (1990), “Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions,” Journal of Retailing, 66 (1), 33-55.
Cronin, J. J. and Taylor, S. A. (1992), “Measuring service quality: A re-examination and extension”, Journal of Marketing, 56, (3), 55-68.
Cronin, Jr. J. J. and Taylor, S. A. (1994), “SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions-minus-expectations measurement of service quality”, Journal of Marketing, 58, 125–31.
Dabholkar, P. A., Shepherd, C. David and Thorpe, Dayle I. (2000), “A comprehensive framework for service quality: an investigation of critical conceptual and measurement issues through a longitudinal study”, Journal of Retailing, 76 (2), 139-73.
Dabija D. C, Băbuţ R, Dinu V, Lugojan M (2017), Cross-generational analysis of information searching based on social media in Romania. Transform Bus Econ, 16(2(41)):248–70.
Dabija D. C, and Lung, L. (2019), Millennial versus Gen Z; Online Shopping Behaviour in an Emerging Market, in S. Valdira et al (eds.) Applied Ethics for Entreprenuerial success, Recommendations for Developing Worlds, Springer, Proceedings in Business and Economics
Dimock, M. (2019), Defining generations: where millennials end and generation z begins, Pew Research Centre, 17 (1), 1-7
Egri C.P, Ralsston D.A (2004). Generation cohorts and personal values: a comparison of China and the United States. Organ Sci. 15(2):210–20.
Finn, D. W. and Lamb Jr., C. W (1991), An Evaluation of the SERVQUAL Scales in a Retail Setting. In: Holman, R. H. and Solomon, M. R. Advances in Consumer Research: Association for Consumer Research, 18. 483-490
Francis, T. and Hoefel, F. (2018), True gen: Generation Z and its implications for companies, McKinsey Quarterly, www.mckinsey.com/truegeneration/implication
Frost, A. and Kumar, M. (2000), INTERVQUAL: an internal adaptation of the GAP model in a large service organization, Journal of Services Marketing, 14(5), 355-377
Grewal, D., Roggeveen, A., and Runyan, R. C. (2013), “Retailing in a connected world”, Journal of Marketing Management, Vol. 29, No. 3/4), pp. 263-270
Gronroos, C. (1984), A Service Quality Model and Its Marketing Implications. European Journal of Marketing. 18, 36-44
Heskett, J., Sasser, E. and Schlesinger, L. (1997), The Service Profit Chain: How Leading Companies Link Profit and Growth to Loyalty, Satisfaction and Value, The Free Press
Inglehart R (1977), The silent revolution: changing values and political styles among Western publics.
Princeton: Princeton University Press
Johnston, D. M (2015), Hospital service quality measurement: an empirical assessment of the gap model and the performance model, Journal of Marketing, 10 (2), 334-354
Kouthouris C. andAlexandris K. (2005) Can service quality predict customer satisfaction and behavioral intentions in the sport tourism industry? An application of the SERVQUAL model in an outdoors setting, Journal of Sport and Tourism, 10:2, 101-111,
Leask A, Fyall A, Barron P.(2014), Generation Y: an agenda for future visitor attraction research. International Journal of Tourism Research, 16(5):462–71.
Lehtinen, U andLehtinen, J. R. (1991) Two Approaches to Service Quality Dimensions, Service Industries Journal, 11:3, 287-303
Lehtinen, J. and Storbacka, K (1986), Palvelujohtaminen (Service Management), Veikkola.
Lewis, R. and Booms, B. (1983), “The Marketing Aspects of Service Quality”, In: Berry, L., Shostack, L. and Upah, G. (Ed.), Emerging Perspectives on Services Marketing, Proceeding Series, American Marketing Association,.99-104
Malelak, M. I and Halim, N.M (2021), Spending patterns on millennial generations in Surabaya, International Journal of Financial and Investment Studies (JFIS), 2(1), 20-26
Mangold, W. G, and Smith K T. (2012) Selling to Millennials with online reviews. Business Horizon, 55(2):141–53. https://doi.org/10.1016/j.bushor.2011.11.001.
.McDougall, G. and Levesque, T. (1994), “A revised view of service quality dimensions: An empirical investigation”, Journal of Professional Services Marketing, Vol. 11, No.1, pp. 189-210.
Merriman M. (2015), A new generation with unique experiences, beliefs and behaviors. They are Gen Z. Ernst and Young LLP. 2015. www.ey.com/Publication/vwLUAssets/EY-rise-of- gen-znewchallenge-for-retailers/$FILE/EY-rise-of-gen-znew-challenge-for- retailers.pdf. Accessed 3 Apr 2023
Morgan, N. A. and Percy, N. F. (1992), “Market led quality”, Industrial Marketing Management, 21 (2), 111-18.
Nusair K, Bilgihan A, Okumus F, Cobanoglu C. (2013) Generation Y Travelers’ commitment to online social network websites. Tourism Management. 2013;35(2):13–22.
Nasution, H. N., and Mavondo, F. T. (2008). Customer value in the hotel industry: What managers believe they deliver and what customer experience. International Journal of Hospital Management, 27, 204–213.
Nkwede M.F.C, Ogba, I.E, Nkwede, F.E and Ugwu, O.M (2022) What Drives Loyalty for Low Income Earners in Emerging Markets, International Journal of Development and Management Review (INJODEMAR), 17(1), 46-65
Nkwede; M.F.C and Ogbulie, A. N.(2023). Corporate Social Responsibility and
Green Marketing Adoption in Nigeria: A Panoramic View. African Journal of Politics and Administrative Studies AJPAS, 16(1):53-73.
Ordun G. (2015) Millennial (Gen Y) consumer behavior, their shopping preferences and perceptual maps associated with brand loyalty. Can Soc Sci. 2015;11(4):40–55. https://doi.org/10.3968/6697.
Parment A. (2013), Generation Y vs. baby boomers: shopping behavior, buyer involvement and implications for retailing. Journal of Retail Consumer Service;20(2):189–99
Parasuraman, A., Zeithaml, V., and Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Parasuraman, A., Zeithaml, V., and Berry, L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41–50.
Parasuraman, A., Zeithaml, V., and Berry, L. L. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420–450.
Parasuraman, A., Zeithaml, V., and Berry, L. L. (1994). Reassessment of expectations asa comparison standard in measuring service quality: Implications for further research. Journal of Marketing, 58(1), 111–125.
Philip G. and Heskett, S. (1997), The measurement of service quality: a new p-c-p attribute model, International Journal of Quality and Reliability Management, 14 (8), 260-286
Reichfeld, F. F. and Sasser, W. E. (1990), “Zero defections: Quality comes to services”, Harvard Business Review, 65 (8), 104-111
Rust, R.T. and Oliver, R.L. (1994) “Service Quality: Insights and Managerial Implications from the Frontier”. In: Rust, R.T. and Oliver, R.L., Eds., “Service Quality: New Directions in Theory and Practice”, Sage Publications, Thousand Oaks, 1-19. http://dx.doi.org/10.4135/9781452229102.n1
Sasu, D. D (2022) Nigeria service sector share in employment, www.statista.com
Shapoval, V. Murphy, K.S and Severt, D (2018), Does service quality really matter at green restaurants for millennial consumers: The moderating effects of gender between loyalty and satisfaction, Journal of Food Service Business Research, 21 (6), 591-609
Spiro C. (2006) Generation Y in the work place. Defense ATandL. (November–December) 16– 19.www.cioindex.com/nm/articlefiles/64130-UnderstandingGenY.pdf. Accessed 10 Apr 2023
Statista (2022) Number of Smartphone users in Nigeria from 2014-2025 (in Millions) Retrieved on line from www.statista.com/statistics/467187/forecast-of- smartphone-users-in-Nigeria on 9/9/2022
Stevens P, Knutson B, and Patton M (1995) DINESERV: a tool for measuring service quality in restaurants. Cornell Hotel and Restaurant Administration Quarterly 36:56–60.
Sureshchandar, G. S., Rajendran, C., andAnantharaman, R. N. (2003). Customer perceptions of service quality in the banking sector of a developing economy: A critical analysis. International Journal of Bank Marketing, 21(5), 233–242.
Tam, J. L. M. (2004), Customer satisfaction, service quality and perceived value: an integrative model, Journal of Marketing Management20 )7, 8), 897-907
Teas, R. K. (1993) Expectations, performance evaluation, and consumers’ perceptions of quality, Journal of Marketing, 57, 18–34.
Teas, R. K. (1994) Expectations as a comparison standard in measuring service quality: An assessment of a reassessment. Journal of Marketing, 58(1), 132–140.
Williams, C. (1998), Is the SERVQUAL model an appropriate management tool for measuring service delivery quality in the UK leisure industry? Managing Leisure, 3(2) 98-110
Williams K. C and Page R.A. (2010), Marketing to the generations, Journal of Behavioural Studies and Business; 3:37–52.
Yakubu, U. (2021) Nigeria and its future millennial; what will Nigerian millennial do when they talk over the country? Premium Times, September
Yarimoglu, E. K. (2014), A review on dimensions of service quality models, Journal of Marketing Management, 2 (2) 79-93
Zeithaml, V. A. and Bitner, Mary J. (1996) Services Marketing. New York: McGraw Hill.
Zeithaml, V. and Bitner, M. (2003), Services Marketing, 3rd Edition, McGraw Hill
https://www.indeed.com/career-advice/career-development/characteristics-of-emerging-markets, updated August 17th 2022, Accessed on June 2nd 2023
Downloads
Published
Issue
Section
License
Copyright (c) 2026 JOURNAL OF BEHAVIOURAL ACCOUNTING
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.