The Impact Of Other Customer Affecting Perceived Service Quality Through Service Contact

In recent years, the marketing academics have fixed attention to service quality as animportant research topic, especially in the consumer perceived service quality which hasbecome particularly important for enterprises focusing on marketing management. With thetransformation of IBM from technology giant to the world’s largest service providers, othercorporations in various fields began to realize that the service will lead a dominant force inthe economy during the twenty-first century. This is reason for research exploration againstservice background.As most articles show, customer perceived service quality is an important factor forconsumer satisfaction and consumer loyalty, while research about the impact on consumerperceptions of service quality got started late but development quickly by comparison. Also,customer shopping experience and perception of service quality through the service contactswill be affected by service personnel in most articles, and studies have indicated thatperceived quality of service is also related to the entire service environment, including serviceequipment, exterior and interior decor and so on, as the other customers is importantcomponent in the service environment. However, study about other customers is relativelysmall, mostly; they are in quantitative analysis instead of qualitative model.This article draws on the results of previous studies, carrying out combing the relevantliterature and subdivision, using OCP Scale for the first time, which is newly, developedscales to measure the other customer’s perception affecting the focus customer’s servicequality perception in the service scenarios by foreign scholars in2012. We use situationalquestionnaire in two oppositional experiments to test the consistency of the relationshipbetween other customer and quality service conception. After a serious of procedures ofinterpreting measure scale,identifying problems, handing out questionnaires, reliability andvalidity testing, correlation analysis and regression analysis of the final results in the twoexperiments, which finally show that “the Similarity of other customers and focus customer”,“Physical Appearance” and “Suitable Behavior” positively affect the perceived quality ofservice.