Gregory W. Boller

Bio: Gregory W. Boller is an academic researcher from University of Memphis. The author has contributed to research in topics: Empirical research & SERVQUAL. The author has an hindex of 8, co-authored 10 publications receiving 2415 citations.

An empirical assessment of the SERVQUAL scale

Abstract: The definition and measurement of service quality as a 5-dimensional construct, as in SERVQUAL, appears to suffer from a number of methodological shortcomings. A review of the potential problems and the findings from an empirical study are presented in this article. The findings suggest that the dimensionality of service quality may depend on the type of services under study. The use of mixed-item wording and the current operationalization of service quality on the basis of gap scores appear in the process of using SERVQUAL, the results of this study suggest to exercise caution. Suggestions are provided with implications for theory development and measurement in the service marketing area.

Experienced presence within computer mediated communications: Initial explorations on the effects of gender with respect to empathy and immersion

Abstract: The concept of presence has generated much discussion over the past few years. There is a consensus that presence exists and that it can be experienced as a reaction to environmental stimuli. However, less has been written on the psychological mechanisms of engaging in presence. We argue that presence is closely linked to empathy and that strong empathic tendencies will lead to high levels of experienced presence. In this study we investigate the relationship between presence, empathy, and gender. A 2×2 experimental design was administered to participants who interacted with a flight simulator. Our results indicate that men and women engage in presence in different ways. Men appear to engage in presence via the interaction afforded by the virtual environment, whereas women appear to engage in presence via watching the environment. Both men and women appear to use empathic ability as a means of engaging in presence. Implications and directions for future research are discussed.

Triple Acculturation: the Role of African Americans in the Consumer Acculturation of Kenyan Immigrants

Abstract: The role of a subcultural group in the consumer acculturation of Kenyan immigrants is examined. Our findings demonstrate that particular immigrant consumer behaviors are influenced by triple acculturation forces: dominant; subcultural and original culture. We find that immigrants do not arrive in the United States aware of their need to acculturate to a subcultural group. Critical incidents alert the immigrants of the need to acculturate to the African American subculture in order to fulfill some basic consumer goals such as accessing hair care, nightclub entertainment and church services. Progressively, immigrants begin to incorporate triple acculturation forces in their consumer decision making. The immigrants learn to be innovative as well as to engage in satisficing as they navigate the new consumption environment. This research contributes to acculturation studies by extending the models of Berry (Berry JW. Acculturation as varieties of adaptation. In: Padilla AM, editor. Acculturation: theory, model and some new findings, Boulder, CO: Westview Press; 1980. pp. 9–25) as well as Penaloza (Penaloza L. Altravesando Fronteras/Border Crossings: a critical ethnographic exploration of the consumer acculturation of Mexican immigrants. J Consum Res 1994;2:32–54[June]) by incorporating the role of a subcultural group in this process.

Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach:

Abstract: Through qualitative and empirical research, the authors find that the service quality construct conforms to the structure of a third-order factor model that ties service quality perceptions to distinct and actionable dimensions: outcome, interaction, and environmental quality. In turn, each has three subdimensions that define the basis of service quality perceptions. The authors further suggest that for each of these subdimensions to contribute to improved service quality perceptions, the quality received by consumers must be perceived to be reliable, responsive, and empathetic. The authors test and support this conceptualization across four service industries. They consider the research and managerial implications of the study and its limitations.

Servperf versus Servqual: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality:

Abstract: The authors respond to concerns raised by Parasuraman, Zeithaml, and Berry (1994) about the relative efficacy of performance-based and perceptions-minus-expectations measures of service quality. Th...

Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research:

Abstract: The authors respond to concerns raised by Cronin and Taylor (1992) and Teas (1993) about the SERVQUAL instrument and the perceptions-minus-expectations specification invoked by it to operationalize...