The augmented service offering for perceived and actual service quality

Although the augmented service offering model is a popular descriptive paradigm in marketing, little research has been done to empirically test its relationships with service quality in the service industries. The augmented service offering includes the core services and peripheral services offered by the firm, the service delivery system used to deliver these services, and the related promotional communications with customers. The present research investigates the relationships between these elements of the augmented service offering on one hand, and both measures of actual objective service quality and customerperceived service quality on the other. In general, the results imply the importance of a consumer behavior focus for managing, modeling, or doing research on the augmented service offering. The results also strongly support contingency theory, in that augmented service dynamics and managerial recommendations depend on whether objective service quality or customer-perceived service quality is being considered.

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