Service Quality: Revisiting The Two Factors Theory
The present paper is based on the findings of the ongoing Ajmer Experiments.
Ajmer Experiments are quasi-experiments that inquire into the consumer
evaluation of service quality. The paper presents the two factors’ theory of the
author. The paper suggests that a more detailed approach is required wherein
each factor needs to be considered independently and not as an aggregate
dimension. The paper reports evidence to support two-factor theory for services
that was discarded by earlier researchers. The paper argues to differentiate
between the factors and the outcome of performance along these factors. The
study describes the two factors as ‘vantage factors’ and ‘qualifying factors’.
Marketers need to be selective in that certain factors behave as vantage factors
while others as qualifying factors. The two are different in nature and require
a differential treatment. The paper also analyses the nature and behavior of
these two types of factors. Managerial implications of these factors are also
dealt with in this paper.