Three of the Key Variables That Help Explain How Consumers Develop Their Perception of the Quality of Organizations Marketing Services

Although many service firms engage in organizational marketing, there are virtually no models in the literature of the cognitive process that consumers use to develop their perception of the quality of an organization marketing services. Many organizations engage in organizational marketing because consumers sometimes find it necessary to purchase services before they have sufficient information to judge the quality of the services offered by the organization. The results of a study suggest that the quality of the organization's advertising and the perception of boundary spanning personnel affect the perception of the quality of an organization marketing services. Additionally, the study found that physical contextual cues affected consumers' perception of boundary spanning personnel. Furthermore, the results of the study suggest that consumers' perception of boundary spanning personnel is likely to play a particularly important role when consumers develop their perception of the quality of an organization marketing services.