Working Paper Series

Developing a Multidimensional and Hierarchical Service Quality

Model for the Travel and Tourism Industry

Laura Martínez Caro

Ellen Roemer

Working Paper No 06/18

July 2006

The working papers are produced by the Bradford University School of Management and are to be circulated for
discussion purposes only. Their contents should be considered to be preliminary. The papers are expected to be
published in due course, in a revised form and should not be quoted without the author’s permission.
W O R K I N G PA P E R S E R I E S
DEVELOPING A MULTIDIMENSIONAL AND
HIERARCHICAL SERVICE QUALITY MODEL
FOR THE TRAVEL AND TOURISM INDUSTRY
Laura Martínez Caro
Universidad Politécnica de Cartagena, Spain
Ellen Roemer
Bradford University School of Management
ABSTRACT
This paper develops a comprehensive model
measuring service quality in the travel and
tourism industry based on an extensive literature
review and qualitative research. The authors
propose a multidimensional and hierarchical
model of service quality, which is consistent with
the latest conceptualizations in the literature. In
this model, service quality is a third-order
construct which is composed of several
dimensions and subdimensions. Our findings
show that customers’ perceived service quality of
travel agencies consists of three primary
dimensions namely personal interaction, physical
environmental and outcome, which are defined by
seven subdimensions, namely conduct, expertise,
problem solving, equipment, ambient conditions,
waiting time and value. Our model has important
implications for the measurement of service
quality in this specific industry as well as for the
development of marketing strategies for travel
agencies.
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 W O R K I N G PA P E R S E R I E S
1. INTRODUCTION
In the past, service quality has received much
attention from both academics and practitioners
due to its impact on costs, financial performance,
customer satisfaction, and customer retention.
Providing high quality service is increasingly
recognized as a critical factor in the success of firms
in the travel and tourism industry (Fick and Ritchie,
1991). Travel agencies need to assess their service
quality in order to identify the level of service
quality in the travel and tourism business and the
key drivers for service quality improvements. The
majority of studies that measure travel agents’
service quality use the SERVQUAL approach (Ryan
and Cliff, 1997; Lam and Zhang, 1999; Johns et al.,
2004). However, this approach has been
substantially criticized, especially with regard to its
expectations component and its dimensionality.
Moreover, SERVQUAL or SERVPERF as very general
instruments are inadequate to support travel
agents in making adequate service related
decisions, as the dimensionality of service quality is
dependent on the type of service offered (Babakus
and Boller, 1992).
Instead of using an existing approach based on
SERVQUAL, we therefore suggest developing an
instrument tailored to the specific travel agencies
services needs. Such an approach is in accordance
with Brady and Cronin’s (2001) multi-level
approach. They suggest that customers form their
service quality perceptions on the basis of
performance evaluations on multiple levels.
Customers ultimately combine these evaluations
resulting in an overall service quality perception.
The aim of this study is to adapt the model
proposed by Brady and Cronin (2001) in order to
measure perceptions of service quality in the
Spanish travel and tourism industry. This paper’s
contribution is twofold. First, we conceptualise
and measure travel agencies’ service quality by
using a multidimensional and hierarchical
approach. This approach overcomes the
weaknesses of traditional SERVQUAL or SERVPERF
models and thus provides a more accurate tool for
assessing service quality in the travel and tourism
sector. Second, we identify key attributes of travel
agents’ services from the customers’ point of view.
These are considered most important for
delivering superior service quality. Using our
model will provide managers with more accurate
information on which to base decisions for their
services marketing strategy.
The next section provides a review of the relevant
literature. Thereafter, we introduce the research
4
methodology and results of our empirical study.
We finally discuss managerial implications and
provide directions for future research.
2. LITERATURE REVIEW
Service Quality
The perception of service quality has been
extensively studied during the past three decades.
Owing to the intangible, heterogeneous and
inseparable nature of services, service quality can
be defined as “the customer’s assessment of the
overall excellence or superiority of the service”
(Zeithaml, 1988, p.3) or as “the consumer’s overall
impression of the relative inferiority/superiority of
the organisation and its services” (Bitner and
Hubbert, 1994, p.77). A host of models has been
developed to measure customer perceptions of
service quality. The first attempt to measure
service quality was based on Gronroos’ (1984)
service quality paradigm. He distinguished
between technical quality, which refers to the
outcome of the service performance, and
functional quality, which relates to the subjective
perception of how the service is delivered. Rust
and Oliver (1994) expanded Gronroos’ model by
adding a service environment dimension.
Parasuraman, Zeithaml and Berry (1985) carried
out the most famous and influential studies on
service quality relating to the development of the
SERVQUAL instrument. In their initial study they
found that ten determinants characterise
customers’ perceptions of service quality. However,
as a result of a later study, they reduced the ten
determinants of service quality to five, i.e.
tangibles, reliability, responsiveness, assurance
and empathy (Parasuraman, Zeithaml and Berry,
1988). The SERVQUAL model was devised to
assess the difference between quality expectations
and perceived service along these five dimensions.
Since Parasuraman, Zeithaml and Berry’s (1985,
1988) research, many marketing researchers have
criticized their methodology as well as the
psychometric setting (Carman, 1990; Buttle,
1996; Ko and Pastore, 2005; Karatepe et al.,
2005). These criticisms triggered the development
of alternative models to measure customer
perceptions of service quality. Thus, the Evaluated
Performance model (Teas, 1993) measures the
gap between perceived performance and the ideal
amount of a feature rather than the customers’
expectations. Teas (1993) considered that this
model could overcome some of the problems
associated with the gap conceptualization of
service quality (Parasuraman et al., 1985, 1988;
Gronroos, 1984). Cronin and Taylor (1992)
developed the SERVPERF model which is a
W O R K I N G PA P E R S E R I E S
performance only based measure of service
quality. This measure explained more of the
variance in an overall measure of service quality
than SERVQUAL. Moreover, it obtained
psychometrically superior assessment of service
quality in terms of construct validity and
operational efficacy through its performance
items.
Dabholkar et al. (1996) argued that SERVQUAL
has not been successfully adapted to and
validated for the retail store environment. They
suggested that the dimensionality of service
quality in a retail setting may be dissimilar from
that of service quality in pure service industries.
Using both quantitative and qualitative research
methods, they proposed RSQS (Retail Service
Quality Scale) as a multilevel model, in which
retail service quality is viewed as a higher-order
factor that is defined by two additional levels of
attributes. The instrument includes five primary
dimensions, i.e. physical aspects, reliability,
personal interaction, problem solving and policy
as well as six subdimensions, i.e. appearance,
convenience, promises, doing it right, inspiring
confidence and courteous.
Most recently, Brady and Cronin (2001) suggested
a hierarchical and multidimensional model. They
described a third-order factor model, in which
service quality is explained by three primary
dimensions, i.e. interaction quality, physical
environment quality and outcome quality. Each of
these dimensions consists of three corresponding
subdimensions: attitude, behaviour, and
experience (interaction quality); ambient
conditions, design, and social factors (physical
environment quality); waiting time, tangibles and
value (outcome quality). The proposed model
improves our understanding of what defines
service quality perceptions, how service quality
perceptiosn are formed and how important it is
where the service experience takes place.
Service quality in the travel and tourism
industry
A number of empirical studies have focused on
service quality in the tourism industry. Most
studies have measured service quality by
replicating or adapting the SERVQUAL model
(Lewis, 1987; Salesh and Ryan, 1991; Fick and
Ritchie, 1991; Karateoe and Avci, 2001). Lam and
Zhang (1999) used and adapted the SERVQUAL
instrument to study the service quality of travel
agents in Hong Kong. They used descriptive
research to identify 26 attributes relevant to the
travel industry which were tested. Five factors
were derived by using factor analysis; reliability,
responsiveness and assurance, empathy, resources
and corporate image, and tangibility. Factor
analysis showed that the most important factor in
predicting customers’ overall satisfaction was
reliability, followed by responsiveness and
assurance. These two factors were especially
crucial for excellent-service travel agents.
Resources and corporate image was the least
influential dimension in predicting customer
satisfaction. This result was fundamentally
different from LeBlanc’s (1992) study in Canada,
in which corporate image was the most significant
driver in explaining customers overall satisfaction
with services provided by travel agencies.
Similarly, Johns et al. (2004) employed
SERVQUAL to investigate travel agents’ service
quality in Northern Cyprus. After the translated
instrument was purified, it was administered to
337 users of travel agencies who had used their
service within the previous three months. The
findings showed that the gap scores were poorer
predictors of satisfaction than performance scores.
Furthermore, factor analysis showed an underlying
uni-dimensionality which is consistent with other
authors’ findings (e.g., Babakus and Mangold,
1992; Cronin and Taylor, 1992; Karaptepe and
Avei, 2001). The authors admitted that although
the uni-dimensionality findings is of empirical and
theoretical significance, it detracts from the
practical utility of the scale, since in principle this
makes it impossible to allocate service excellence.
Moreover, LeBlanc (1992) carried out an
exploratory study of customers’ perceptions of
service quality in travel agencies in Canada. He
administered a questionnaire to 227 customers
with 50 variables, which related to different
aspects of the travel agencies’ service offerings.
These variables were identified in a literature
review and personal interviews with directors of
travel agencies. In order to measure service
quality, the data were directly collected in terms
of the perception-expectation difference. The
factor analysis resulted in nine dimensions of
service quality, i.e. physical evidence, competence,
corporate image, timeliness, courtesy,
competitiveness, responsiveness, confidentiality
and accessibility. These factors are similar to those
identified by Parasuraman et al. (1985, 1988),
except for the corporate image dimension.
Regression analysis showed that service quality is
derived principally from corporate image.
Bigné et al. (1996) adapted the generic
SERVQUAL scale using the Delphi technique. Six
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 W O R K I N G PA P E R S E R I E S
travel agency managers, four public employees
related to travel agencies and four academics
were part of an expert panel. The resulting scale
was composed of the five SERVQUAL’s
dimensions.
In a further study, Bigné et al. (1995) used the
same scale to study travel agencies’ service quality
in Spain. The objective was to analyse if there are
differences between consumers’ evaluation and
travel agencies’ evaluation. The authors obtained
a classic five-factor structure including tangibles,
responsiveness, assurance, reliability and empathy.
From the consumers’ point of view, assurance is
the most important factor, with tangibles and
empathy least relevant. Likewise, Setó (2003)
applied Bigné et al.’s (1996) scale in the travel
agencies of Spain. They again obtained a classic
five-factor structure including tangibles,
responsiveness, assurance, reliability and empathy,
using only performance measures.
Ryan and Cliff (1997) employed the SERVQUAL
questionnaire to study travel agencies in New
Zealand. Although the results support the
reliability of the SERVQUAL scale, they showed
that only three factors (reassurance, reliability, and
tangibles) could be replicated out of the five in
the original SERVQUAL research (Parasuraman et
al., 1988). Furthermore, Ryan and Cliff (1997)
suggest that the difference may be due to data
analysis problems and the application of the
SERVQUAL scale to a service with the potential
for a strong emotive outcome.
In another study of the perception of travel
agencies’ service quality, Albrecht (1992)
suggested that customers evaluate service quality
of their travel agents through eight factors, i.e.
error-free mechanics, can do attitude, information
support, proactive safeguarding, personalized
treatment, agent continuity, price confidence and
recovery. The first five elements were similar to
SERVQUAL. However, although agent continuity is
not explicitly accounted for in SERVQUAL, it does
relate to the empathy and reliability dimensions.
Price confidence and recovery are further factors
different from the SERVQUAL dimensions.
To sum up, in the travel and tourism literature,
service quality has been conceptualized in
different ways. The literature agrees that
perceptions of travel agents’ service quality are of
a multi-dimensional nature. However, the number
and content of these dimensions remain open for
debate. Furthermore, many marketing researchers
admit that the use of the generic models such as
6
SERVQUAL or SERVPERF to measure service
quality across industries is infeasible. According to
Babakus and Boller (1992), there is a need to
develop measures of service quality that are
industry-specific. Since the use of generic models
forces researchers to drastically alter the items to
apply them in a specific context (Carman, 1990;
Babakus and Boller, 1992; Babakus and Mangold,
1992; McAlexander et al., 1994). Moreover, there
is a need to develop service quality measures that
are country/culture specific, since the measures
that are developed in one culture (notably a
western culture) may not be applicable in a
different cultural setting (Mattila, 1999; Karatepe
et al., 2005). Finally, most studies which adopted
Parasuraman et al.’s (1988) proposal, failed to
replicate the SERVQUAL model. This may be due
to the theoretical and operational problems of
SERVQUAL (Babakus and Boller, 1992; Cronin and
Taylor, 1992; Teas, 1993).
Thus, in light of the highlighted problems of these
models, the objective of this study is to develop a
scale using a multidimensional and hierarchical
model which takes the specific characteristics of
the travel and tourism industry into account.
3. METHODOLOGY AND RESULTS
The current literature emphasizes the hierarchical
and multi-dimensional nature of perceived service
quality (Kim and Jin, 2002; Ko and Pastore,
2004). We adopted this approach to identify the
factors which determine the travel agents’
customer perceptions of service quality, since it
provides a better explanation of the complexity of
human perceptions than the earlier
conceptualizations offered in the literature (Ko
and Pastore, 2004; Lui, 2005). We developed the
multi-level model based on the procedure for
scale development recommended by Churchill
(1979) using both qualitative and quantitative
research.
Qualitative Research
According to Chumpitaz and Swaen (2002) the
number and the nature of service quality
dimensions is directly related to the service under
investigation. To accomplish this goal, qualitative
research was carried out to identify the factors
which determine the service quality perceptions of
travel agencies customers.
For the qualitative research, we used in-depth
interviews of travel agencies’ employees and
customers. In order to obtain information from
the travel agents’ point of view, five managers
were interviewed. According to Parasuraman et al.
W O R K I N G PA P E R S E R I E S
(1985) the managers were interviewed about
several service quality issues: (1) what they
perceived to be service quality from the
consumer’s perspective; (2) what steps they took
to control or improve service quality; (3) what
problems they faced in delivering high quality
services. With regard to the customers’ side, ten
customers who had visited one or more travel
agencies within the previous twelve months were
interviewed. Following Brady and Cronin (2001)
the respondents were encouraged to list all
factors that influenced their perception according
to their experience.
As pointed out by Brady and Cronin (2001) and
Dabholkar et al. (1996), prices were eliminated
from the decision set because they are not part of
a generally accepted understanding of service
quality in the literature (Dabholkar et al., 1996).
The literature clearly suggests that price is a
determinant of service value (e.g. Bitner and
Hubbert, 1994 or Zeithaml, 1988). Findings from
this qualitative study showed the necessity of
adapting the proposed structure by Brady and
Cronin (2001) in order to identify essential
characteristics of this service. This qualitative
study showed that customers do not make any
distinction between employees’ attitude and
behaviour. Moreover, social factors were hardly
taken into account by travel agencies’ customers.
However, the qualitative study revealed that both
customers and managers considered that
employees’ interactions with customers were
highly important for a travel agent’s service
quality.
Proposed factor structure
Carman (1990) suggests context customization
may involve adding or dropping relevant
dimensions and appropriately adjusting the
Fi
Travel Agencies Ser ice Quality
FIGUREModel
1 – TRAVEL AGENCIES SERVICE QUALITY MODEL
PERSONAL
INTERACTION
PROBLEM
CONDUCT EXPERTISE
SOLVING
1
Participants in the interviews commented that this aspect was important to them (“I want to know that when I have a problem
there will be someone who can help me”; “I like travel agents that are able to handle my complaints when the hotel or place
attributes considered to make up those
dimensions. Therefore, the findings from our
qualitative research together with the service
quality literature propose the following model: a
hierarchical and multidimensional model in which
quality is a higher order factor that is defined by
three primary dimensions and seven
subdimensions. The primary dimensions are
personal interaction, physical environment and
outcome, which are defined by seven
subdimensions, namely conduct, expertise,
problem solving, equipment, ambient conditions,
waiting time and value (see Figure 1).
The first dimension that we identified is “personal
interaction”. Several researchers have indicated
the importance of this factor in the delivery of
services and have identified it as being the most
significant effect on service quality perceptions
(Grönroos, 1982; LeBlanc, 1992; Bigné et al,
1996). Both the service quality literature and our
qualitative research suggest that there are three
subdimensions: conduct, expertise, and problem
solving. The first two subdimensions coincide with
Capelleras and Veciana’s (2002) proposal.
According to Grönross (1990), attitudes,
behaviour, and skills of employees are factors that
have a great influence on service quality
perceptions. Based on our qualitative study and
literature review, we identified a third
subdimension, i.e. problem solving. The results of
this qualitative study reveal that consumers are
indeed quite sensitive to how service providers
attend to problems and complaints1. Although
Dabholkar et al. (1996) considered this factor as a
separate dimension of “personal interaction”,
others authors as such Kim and Jin (2002)
suggested that personal interaction and problem
solving were not separate dimensions of service
quality. This indicates that customers do not make
SERVICE
QUALITY
PHYSICAL
ENVIRONMENTAL OUTCOME
AMBIENT
EQUIPMENT WAITING TIME VALUE
VALENCE
CONDITIONS
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 W O R K I N G PA P E R S E R I E S
any distinction between the store’s ability to make
them feel well treated and assured (personal
interaction) and the store’s ability to handle
potential problems (problem solving).
As a second dimension we propose “physical
environment”. Authors such as Bitner (1990,
1992), Spangenberg et al., (1996) or Brady and
Cronin (2001) consider that this factor can have a
significant influence on perceptions of the overall
quality of service encounter. It has a broader
meaning than the SERVQUAL (Parasuraman et al.
1988) tangibles dimension. According to the
findings from our qualitative research and the
literature, two subdimensions can be identified to
explain “physical environment”: equipment and
ambient conditions. Equipment includes the
computers and other equipment used to achieve
effective service delivery (Ko and Pastore, 2004).
Thus some customers pointed out that they
valued the technology used to book travel or
hotel. Theory suggests that customers use any
tangible evidence of the service outcome as a
proxy for judging performance (Booms and Bitner,
1981; Zeithaml et al., 1985). According to
Parasuraman et al. (1985) tangible evidence is a
factor that service customers consider when
forming quality perceptions. The second
subdimension identified is ambient conditions.
This factor is proposed by Bitner (1992), and it
relates to the non visual aspects associated with
the service-producing system and includes factors
such as temperature, scent and music. Le Blanc
(1992) suggested factors such as appearance,
decor and ambience, and furniture layout. In
addition, the conclusion from the qualitative
study indicated that consumers value the ambient
conditions more than the experts who had been
interviewed. In the travel agencies context, several
authors identified “physical environment” as a
determinant of perception of service quality (e.g.
Le Blanc, 1992; Bigné et al., 1996; Ryan and Cliff,
1997; Lam and Zhang, 1999; Johns et al., 2004).
The third dimension of travel agents’ service
quality is “outcome”. Many marketing researchers
agree that the outcome of the service encounter
significantly affects customer perceptions of
service quality (Grönroos, 1984, 1990; Rust and
Oliver 1994; McDougall and Levesque; 1994;
Carman 2000). This factor is labelled “technical
quality” by Grönroos (1984, p. 37), who defines it
as “what the consumer is left with when the
production process is finished”. We used Brady
and Cronin’s (2001) findings and our qualitative
research to identify the subdimensions of waiting
time and value. Waiting time has been
8
considerably supported in the literature.
Parasuraman et al. (1985) showed that consumers
identify service punctuality as an integral part of
their overall evaluation. In the travel agencies
context, Le Blanc (1992) identified timeliness as a
factor of service quality. This factor is associated
with the ability of the service firm to manage
demand in an effective manner. The qualitative
research showed that the waiting time before
being served affects consumer service evaluation.
The last subdimension is value. In line with Brady
and Cronin (2001), value captures attributes that
control whether customers believe that a service
outcome is good or bad, regardless of any other
experienced aspects. In a travel agencies setting, a
traveller can measure various psychological
benefits such as relaxation, rest, and stress
reduction, etc. Findings from Brady and Cronin
(2001) or Ko and Pastore (2005) are consistent
with the results of our qualitative study, which
reveals that value is a key determinant of service
outcome.
Generation of scale items and scale
purification
The generation of a list of items was developed
adapting the items of existing generic scales (e.g.,
Parasuraman et al., 1988; Dabholkar et al., 1996;
Brady and Cronin, 2001; Ko and Pastore, 2005)
and specific travel agencies scales (LeBlanc, 1992;
Bigné et al.; 1996; Ryan and Cliff, 1997). On the
basis of our literature review, we generated an
initial pool of 62 items using a performance only
measure. A 5-point Likert scale was applied to
measure the different items anchored from
strongly disagree to strongly agree.
The purification of the scale was carried out in
two steps. The first step consisted of an
assessment of content and face validity through a
panel of experts and a field test (Ko and Pastore,
2005). The panel members were five executives
from travel agencies and three academics. As a
result of this panel 31 items were dropped. After
this revision, we developed a questionnaire
containing the 31 remaining items. This
questionnaire was pilot-tested with 50
respondents (customers of travel agencies).
According to Parasuraman et al. (1988), we
purified the scale by computing Cronbach’s alpha
and item-to-total correlation as well as by
conducting exploratory factor analysis for the
seven subdimensions (see Table 1). Items with
very low item-to-total correlations that affected
the factor’s alpha coefficient were dropped as
well. The decision to retain items was based on
recommendations proposed by Nurosis (1993),
W O R K I N G PA P E R S E R I E S

Nunnally (1978) and Hair et al. (1999) with
regard to statistical criteria2. One item relating to
the conduct subdimension was eliminated.
Subsequently, we used principal component factor
analysis to examine the dimensionality of the
scale in order to prove that the factor patterns
that emerged were independent of one another.
Based on the results of the pilot-test, one
question was dropped and four were reworded to
avoid confusion. The final instrument had a total
of 30 items reflecting seven subdimensions of
travel agencies’ service quality. The items are
shown in the Appendix.
4. DISCUSSION
There is a growing acceptance among researchers
that to achieve and maintain competitiveness and
profitability, travel agencies should manage and
aim to continuously improve the level of service
quality offered to their customers. However, a
basic principle of quality management is that to
improve quality it must first be measured. This
study proposes a multilevel and multidimensional
model of service quality in accordance with the
hierarchy of perceptions suggested by Brady and
Cronin (2001). Therefore, customers form their
service quality perceptions on the basis of their
evaluations of three primary dimensions: personal
interaction, physical environmental, and outcome
which are composed of seven subdimensions.
Qualitative and empirical pre-test results support
this view, and indicate that personal interaction is
formed by conduct, expertise, and problem solving
subdimensions; physical environmental consists of
equipment and ambient conditions; and finally
outcome is formed by waiting time and value
subdimensions. Thus the combination of all theses
evaluations constitutes a customer’s overall
perception of the travel agents’ service quality.
This study contributes towards filling a gap in
service quality research by proposing an
integrated model of service quality in the tourism
industry.
Once empirically tested, the proposed hierarchical
model might suggest several managerial
implications. First, the developed model helps
managers identify the attributes of travel agents’
service quality that are considered most important
from the customers’ point of view. Thus, the
application of this model could serve as a
diagnostic tool that will allow managers to
determine weak service areas and allocate
resources according to particular aspects of
service quality that need improvement. Second,
the proposed model structure can be used to
categorize customers across the seven
subdimensions. This segmentation can identify
competitive areas as well as service deficiencies.
Both aspects are very important in the travel and
tourism industry due to the stiff competition
caused by the growing online travel business.
Therefore, offering a high level of service quality
may help create differentiation between providers
to gain a sustainable competitive advantage.
This study has several limitations. First, the data
were gathered in a specific geographical area in
Spain. Therefore, our study’s results may be very
specific to this area. Second, the large number of
subdimensions implies that the questionnaire can
be cumbersome and lengthy to complete.
Furthermore, the relationships with other
constructs have not been analysed in this study.
Future research could focus on the determination
of the antecedents of service quality and how

T TABLE 1 – SCALE PURIFICATION

Reliability
Initial After expert Final Item-to-total Factors
Subdimension (Cronbach’s
items panel items items correlations loading
alpha)
Conduct 19 7 6 ,8951 ,6316 - ,7854 ,847 - ,667
Expertise 5 4 4 ,8054 ,5564 - ,6810 ,619 - ,778
Problem solving 11 4 4 ,8487 ,6541 - ,7024 ,720 - ,783
Equipment 6 4 4 ,9146 ,7859 - ,8231 ,828 - ,876
Ambient Conditions 6 4 4 ,8782 ,6813 - ,7981 ,720 - ,883
Waiting time 8 4 4 ,7881 ,5834 - ,6189 ,584 - ,803
Value 7 4 4 ,8593 ,5824 - ,8213 ,610 - ,937

2
Item-to-total correlation above .30 (Nurosis, 1993); Cronbach’s alfa above .70 (Nunnally, 1978); factors with loadings exceeding
.75 considering this sample size, however from a practical point of view usually associates a variable load a factor when their
contribution is located above .50 (Hair et al., 1999). Therefore, and keeping in mind the size and the exploratory character of
4.the Discussion
pre-test, no item was eliminated above this practical value.

9
growi
 W O R K I N G PA P E R S E R I E S

customers form their perceptions. Finally, it is

necessary to test the proposed model using
structural equation modelling to confirm its
structure.

5. CONCLUSIONS
In this paper, we have argued that models of
service quality need to be conceptualised
according to the specific characteristics of the
travel and tourism industry. Therefore, we have
developed a multidimensional and hierarchical
model of service quality that reflects these
characteristics. Using an extensive literature
review and qualitative research, we have identified
personal interaction, physical environmental and
outcome as primary dimensions and conduct,
expertise, problem solving, equipment, ambient
conditions, waiting time and value as
subdimensions of the service quality construct in
the travel and tourism industry. To finally confirm
the proposed model, further quantitative research
will be needed.

10
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Appendix
APPENDIX

The survey items

Conducta
1. I can count on the employees being friendly
2. The attitude of employees demonstrates their willingness to help me
3. The employees in this store are consistently courteous with customers
4. I can count on employees taking actions to address my needs
5. The behavior of the employees gives me trust
6. This service has employees who give me individual attention
7. The employees inform punctually and sincerely about all the conditions of service
Expertise
8. The employees understand that I rely on their knowledge to meet my needs
9. The employees understand consumers’ specific needs
10. The employees are competent
11. The employees have knowledge enough about different services to respond to consumer’s requests.
Problem solving
12. When a customer has a problem, this company shows a sincere interest in solving it
13. The company is conscious of how important that the resolution of the complaints is for me
14. The company is understanding when there is some problem.
15. The employees are able to handle efficiently with customer complaints
Equipment
16. The equipment at this store is visually appealing
17. The service has modern-looking electronic equipment
18. Employees have a neat and professional appearance
19. The equipment at this store is in good condition
Ambient Conditions
20. The store’s ambiance (clean, music, temperature…) is appropriate
21. The store is well designed.
22. The store is safe and comfortable.
23. The layout at this store serves my purposes
Punctuality
24. This company provides service to the consumers punctually
25. This company show its interest in accelerating the service
26. This store tries to keep consumers waiting time to a minimum
27. This company has operating hours convenient to all their customers
Value
28. When the service finishes, I usually feel that I have had a good experience
29. I believe this company tries to give me a good experience
30. When I leave this company, I always feel that I got what I wanted
31. I would evaluate the outcome of this service favorably.
a
The items 7 were dropped after the exploratory analysis.

16

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 W O R K I N G PA P E R S E R I E S
LIST OF WORKING PAPER TITLES
2006
06/20 – Alexander Mohr, Jonas Puck & Daive Ryhl
An Empirical Analysis of Managers’ Adjustment to Working in Multi-
National Project Teams in the Pipeline and Plant Construction Sector
06/19 – Professor John M.T. Balmer
Comprehening Corporate Identity, Corporate Brand Management
and Corporate Marketing
06/18 – Laura Martínez Caro & Ellen Roemer
Developing a Multidimensional and Hierarchical Service Quality Model
for the Travel and Tourism Industry
06/17 – Dr James Wallace, Dr Rana Tassabehji & Dr Nelarine Cornelius
A Statistical Analysis of Corporate Social Responsibility, Corporate
Identity and Ethics Teaching in Business Schools
06/16 – Robert Perrett & Miguel Martínez Lucio
Networks, Communities and the Representation of Black and Minority
Ethnic Workers in Employment Relations: The realities of community
politics and trade unions
06/15 – Christine A Hope & Tamsin L Potter
A Comparison of Operations Management in Hotels in Germany and
the UK
06/14 – Tietze, S., Musson, G., & Scrurry, T.
Invisible Aspects of Homeworking Practices and Managing the
WorkLifeBalance: An Empirical Investigation in Two Case Organisations
06/13 – Myfanwy Trueman & Nelarine Cornelius
Hanging Baskets or Basket Cases? Managing the Complexity of City
Brands and Regeneration
06/12 – Dr Christopher Pass
The Revised Combined Code and Coraporate Governance: An Emprical
Survey of 50 LArge UK Companies
06/11 – Professor John M T Balmer & Professor Stephen A Greyser
Raising the Corporate Marketing Umbrella
06/10 – Stephanie Hussels & Damian R Ward
The Impact of Deregulation on the German and UK Life Insurance
Markets: An Analysis of Efficiency and Productivity Between 1991 – 2002
06/09 – Melaine Baier, Gernot Graefe & Ellen Roemer
Screening New Service Ideas for Business Markets: The Case of IT
Business Services
06/08 – Professor John M T Balmer
Comprehending Corporate Marketing and the Corporate Marketing Mix
06/07 – Shona Bettany
Steps Towards transformative Consumer Research Practice: A Taxonomy
of Possible Reflexivities
06/06 – Axèle Giroud & Jonna Scott-Kennel
Foreign-Local Linkages in International Business:
A Review and Extension of the Literature
06/05 – Jenny Fairbrass, Linda O’Riordan & Hafiz Mirza
Corporate Social Responsibiity: Differing Definitions and Practice?
06/04 – Professor John M T Balmer & Irene Thomson
Hilton. The Siamese Twins Syndrome and the Shared Ownership of
Corporate Brands
06/03 – Ke Peng
Does Liquidity Information Matter?
A View from Fixed Income Dealers
06/02 – Dr Jenny Fairbass
Sustainable Development, Corporate Social Responsibility and
Europeanisation of the UK Business Actors: Preliminary Findings
06/01 – Christopher J S Gale
The UK Responseto Terrorism: Human Rights and a Wider Perspective
2005
05/43 – Professor John M T Balmer
Corporate Brands: A Stretegic Management Framework
05/42 – Professor John M T Balmer
Monarchical Perspectives on Corporate Brand Management
05/41 – Gretchen Larsen, Rob Lawson & Sarah Todd
The Symbolic Consumption of Music
05/40 – Professor John M T Balmer
The British Monarchy and Corporate Brand Management:
Historical Perspectives
05/39 – Adrian Kuah & John Day
Revisiting the Porter Diamond: Applying Importance Performance Matrix
to the Singaporean Financial Cluster
14
05/38 – Jean-Marc Trouille
Towards a European Industrial Policy? French and German Strategies
05/37 – Kyoko Fukukawa, Christine Ennew & Steve Diacon
An Eye for An Eye: Investigating the Impact of Consumer Perception of
Corporate Unfairnwess on Aberrant Consumer Behavior
05/36 – Dr Ellen Roemer
Customer Value in (A) Symmetric Buyer-Seller Relationships
05/35 – Professor John M T Balmer
Comprehending the Constitutional Monarchies of Britain and Sweden:
Issues of Trust and Corporate Brand Management
05/34 – Christopher Maguire & Christine A Hope
The Forensic Sciences Service Post Monopoly – the Need to Understand
Customer Expectations
05/33 – Mr David Ginn & Professor M Zairi
The Role of QFD in Capturing the Voice of Customers
05/32 – Axèle Giroud & Hafiz Mirza
Factors Determining Input Linkages Between Local Suppliers and
Foreign Subsidiaries in South East Asia
05/31 – Dr M Al Azmi & Prof M Zairi
Knowledge Management: A Proposed Taxonomy
05/30 – Axèle Giroud & Hafiz Mirza
Multinational Enterprise Policies Towards International Intra-Firm
Technology Transfer: The Case of Japanese Manufacturing Firms in Asia
05/29 – Noor Azman Ali & Mohamed Zairi
Service Quality in Higher Education
05/28 – Alexander T Mohr & Jonas F Puck
Control and trust as Organizing Principles of International Joint Venture
05/27 – Dr A Al Nofal, Dr N Al Qmaim & Prof M Zairi
TQM: Theoretical Insights: Part 2
05/26 – Dr A Al Nofal, Dr N Al Qmaim & Prof M Zairi
TQM: Theoretical Insights Part 1
05/25 – Jeryl Whitelock & Hui Yang
An Empirical Analysis of Moderating Effects of Parent Control on
International Joint Ventures Performance
05/24 – Dr Ellen Roemer
View Your Customers as Real Options
05/23 – Dr A Al Nofal, Dr N Al Qmaim & Prof M Zairi
Critical Factors of TQM: An Update on the Literature
05/22 – L Chatziaslan, Dr L Breen & Dr M Webster
An Analysis of Power in Buyer-Supplier Relationships in the
Pharmaceutical Supply Networks in the UK National Health Service and
its Application to International Markets
05/21 – Fernando Fastoso & Jeryl Whitelock
Policies and practices of International Advertising Standardisation in
the Mercosur
05/20 – Alwabel S A & Professor Zairi M
E-Commerce Critical Success Factors: A Cross-Industry Investigation
05/19 – Alwabel S A, Ahmed A M & Professor Zairi M
The Evolution of ERP and its Relationship with E-Business
05/18 – Alwabel S A & Professor Zairi M
The Web and its Impact on the Provision of Financial Services:
A Benchmarking Perspective of Saudi Banks
05/17 – Alwabel S A & Professor Zairi M
Factors Influencing the Implementation of E-Commerce Technologies by
Financing Services in Saudi Arabia – An Empirical Study
05/16 – Andrew J Taylor & Damian R Ward
Consumer Attributes and the UK Market for Private Medical Insurance
05/15 – Roszaini Haniffa, Mohammad Hudaib & Abdul Mailk Mirza
UQUD & Accounting Policy Choice
05/14 – Mohamed Zairi
TQM Sustainability: How to Maintain its Gains Through
Transformational Change
05/13 – Myfawny Trueman
Emotional Intelligence: The Relationship Between an Innovative
Construct and Successful Training in Management Schools
(A Comparison Between German and British Contexts)
05/12 – Nicholas J Ashill & David Jobber
Measuring Perceived Environmental Uncertainty:
Scale Development and Validation
05/11 – David Jobber
The Social Psychology of Sales-Marketing Intergroup Relations:
An Empirical Investigation
W O R K I N G PA P E R S E R I E S
05/10 – Myfawny Trueman, Ali Bagg & Diana Cook
Anyone for Hanging Baskets? Re-Building Business Confidence and
Shaping Socirty in a Multi-Ethnic City
05/09 – Dr Rana Tassabehji
Managing E-Business Security: A Holistic Approach
05/08 – Dr Myfanwy Trueman, Mirza Mohammed Ali Baig &
Dr Diana Cook
Who’s Listening? How a Misunderstanding about Communications
Networks within the UK Asian Business Community can Impact on the
Rejuvenation of a City Brand
05/07 – Dr Hong-Wei He & Professor John M T Balmer
Identity Studies: Multiple Perspectives and Implications for Corporate-
level Marketing
05/06 – Robert Wapshott & David P Spicer
Seeking Evidence of HR Change Agents in SMEs –
A Preliminary Investigation
05/05 – Gretchen Larsen & Daragh O’Reilly
Music Festivals as Sales of Consumption: An Exploratory Study
05/04 – Dr Hong-Wei He & Professor John M T Balmer
Identity Studies: Multiple Perspectives and Implications for Corporate-
level Marketing
05/03 – David P Spicer & Rusli Ahmad
Cognitive Processing Models in Performance Appraisal: Evidence From
the Malaysian Education System
05/02 – Alexander T Mohr & Jonas F Puck
How Can Firms Improve the Performance of Their International Joint
Venture? Responding to Functional Diversity
05/01 – David P Spicer
Culture in Change: A Case Study of a Merger Using Cognitive Mapping
2004
04/44 – (not available)
04/43 – Professor John M T Balmer & Professor Edmund R Gray
Corporate Brands as Strategic Resources
04/42 – Musa Mangena & Venanico Tauringana
A Study of the Relationship Between Audit Committee Charactistics and
Voluntary External Auditor Involvement in UK Interim Reporting
04/41 – Axèle Giroud & Hafiz Mirza
Multinational Enterprises and Local Input Linkages in South East Asia
04/40 – Belinda Dewsnap & David Jobber
What Factors Affect Collaborations Between Sales and Marketing
Department?
04/39 – Dr Hong-Wei He & Professor John M T Balmer
The Oneworld Alliance Brand: A Preliminary Inquiry
04/38 – Hairulliza Mohamad Judi, Roger Beach & Alan Paul Muhlemann
Defining Manufacturing Flexibility: A Research Prerequiste
04/37 – Professor W A Taylor
Relative Influence of Structure and process in Strategic Alliances:
An Empricial Study of the Software Sector
04/36 – Dr Ellen Roemer
Guiding a Double-Edged Sword: Continuity versus Flexibility in Industrial
Relationships
04/35 – David P Spicer
Organisational Learning and Perfromance in SMEs
04/34 – Aren Boschman & Margaret Webster
Outsourcing as an Operations Strategy in a National Conservation
Agency: A Case Study from South African national Parks (SANParks)
04/33 – Jo McBride & John Stirling
A New Industrial Relations in an Old Industry?
04/32 – Roszaini Haniffa & Mohammad Hudaib
Disclosure Practices of Islamic Financial Institutions: An Exploratory Study
04/31 – Professor John M T Balmer
The Corporate Branding Triumvarite: Values, Promise and Behaviour?
04/30 – Christopher Pass
The Configuration of Long-Term Executive Directors Incentive Schemes:
An Empirical Survey of Option and LTIP Practice in Large UK Companies
04/28 – Ellen Roemer
Real Options and the Theory of the Firm
04/27 – Deborah Allcock & Christopher Pass
Executive Incentive Pay Strategies in Entrepreneurial UK Initial Public
Offering Companies: An Empirical Study
04/26 – Professor John M T Balmer & Dr Helen Stuart
British Airways and Balmer’s AC3ID Test of Corporate Brand Management
04/25 – Musa Mangena & Richard Pike
Shareholding of Audit Committee Members, Audit Committee Size and
Expertise and the Quality of Interim Financial Reporting
04/24 – Professor John M T Balmer, Stephen A Greyser & Mats Urde
Monarchies as Corporate Brands
04/23 – Nur Naha Abu Mansor, Mike Tayles & Richard Pike
The Role of Team-Realated Factors in Implementations Success of
Activity-Based Costing Systems
04/22 – Musa Mangena
On the Perceived Importance of Disclosure Items in UK Interim Financial
Reports: Evidence from the Investment Analysis
04/21 – Arvid Falgestad & Christine A Hope
Stakeholders in a Winter Sports Destination:
Identification and Prioritisation
04/20 – Oliver Breiden, Hafiz R Mirza & Alexander T Mohr
Coping with the Job Abroad: A Correspondence Model of Expatraite
Work Adjustment
04/19 – Michael Baum, Sandra Hogarth-Scott & Devashish Pujari
The Auction Flow: Goal-Directed and Experimental Flow Effects on User
Experience in Online Auctioning
04/18 – Hong-We He & John MT Balmer
The Saliency & Significance of Generic Identity:
An Exploratory Study of UK Building Societies
04/17 – Professor John M T Balmer
The British Monarchy as a Corporate Brand: Heresy or Necessity?
04/16 – Professor John M T Balmer
The British Monarchy: Does the British Crown as a Corporate Brand Fit?
04/15 – Professor John M T Balmer
Dimensions and Associations of Corporate Identity: Insights from the
British Monarchy, the BBC and from Identity Consultancy
04/14 – Edmund R Gray & John M T Balmer
The Sustainable Entrepreneur
04/13 – Professor Zairi M, Dr Hogg L & Dr Ahmed A M
Introducing A New Innovation By Stimulating A Real Shopping
Experience
04/12 – Dr Al-Rasheed S, Professor Zairi M & Dr Ahmed A M
Getting in The Mind of The Customer: An Empirical Study of Consumer
Behaviour in Retailing
04/11 – Dr Al-Nofal A, Professor Zairi M & Dr Ahmed A M
Critical Factors of TQM: An International Comparative Benchmarking
Analysis
04/10 – Belinda Dewsnap & David Jobber
The Antecedents of Sales-Marketing Collaboration:
An Empirical Investigation
04/09 – Mary Klemm & John Redfearn
Mission Statements: Do They Still Have a Role?
04/08 – Taufiq Choudhry, Edward Ng & Ke Peng
Dynamic Interaction Among Asian Exchange Rates: Evidence From
Asian Financial Crisis
04/07 – Zahid Hussain & Peter Prowse
Human Resource Information Systems (HRIS) as Means of Fulfilling Job
Roles More Professionally for Human Resource (HR) Managers
04/06 – Damian Ward
Measuring the Value of Differentiation In The UK Monthly Savings Market
04/05 – Stephanie Hussels & Damian Ward
Cost Efficiency and Total Factor Productivity in the European Life
Insurance Industry: The Development of the German Life Insurance
Industry Over the Years 1991-2002
04/04 – Axèle Giroud & Hafiz Mirza
Intra-firm Technology Transfer: The Case of Japanese Manufacturing
Firms in Asia
04/03 – David Spicer
The Impact of Approaches to Learning and Cognition on Academic
Performance in Business and Management
04/02 – Hafiz Mirza & Axèle Giroud
Regionalisation, Foreign Direct Investment and Poverty Reduction:
The Case of ASEAN
04/01 – Gretchen Larsen & Veronica George
The Social Construction of Destination Image – A New Zealand Film
Example
15
 W O R K I N G PA P E R S E R I E S
2003
03/35 – Alexander T Mohr & Jonas F Puck
Asymmetries in Partner Firms’ Perception of Key Variables and the
Performance of International Joint Ventures
03/34 – Hafiz Mirza & Axèle Giroud
The Impact of Foreign Direct Investment on the Economic Development
of ASEAN Economies: A Preliminary Analysis
03/33 – Raissa Rossiter
Networks, Collaboration and the Internationalisation of Small and
Medium-Sized Enterprises: An Interdisciplinary Perspective on the
Network Approach – Part 1
03/32 – Stephanie Hussels, Damian Ward & Ralf Zurbruegg
How Do You Stimulate Demand For Insurance?
03/31 – Donal Flynn & Zahid I Hussain
A Qualitative Approach to Investigating the Behavioural Definitions of
the Four-Paradigm Theory of Information Systems Development
03/30 – Alexander T Mohr & Simone Klein
Adjustment V. Satisfaction – An Analysis of American Expatriate
Spouses in Germany
03/29 – David Spicer & Eugene Sadler-Smith
Organisational Learning in Smaller Manufacturing Firms
03/28 – Alex Mohr & Markus Kittler
Foreign Partner Assignment Policy & Trust in IJVs
03/27 – Avinandan Mukherjee & Rahul Roy
Dynamics of Brand Value Management of Entertainment Products –
the Case of a Television Game Show
03/26 – Professor Andrew Taylor
Computer-Mediated Knowledge Sharing and Individual User Difference:
An Exploratory Study
03/25 – Dr Axèle Giroud
TNCs Intra- and Inter-firms' Networks: The Case of the ASEAN Region
03/24 – Alexander T Mohr & Jonas F Puck
Exploring the Determinants of the Trust-Control-Relationship in
International Joint Ventures
03/23 – Scott R Colwell & Sandra Hogarth-Scott
The Effect of Consumer Perception of Service Provider Opportunism
on Relationship Continuance Behaviour: An Empirical Study in
Financial Services
03/22 – Kathryn Watson & Sandra Hogarth-Scott
Understanding the Influence of Constraints to International
Entrepreneurship in Small and Medium-Sized Export Companie
03/21 – Dr A M Ahmed & Professor M Zairi
The AEQL Framework Implementation: American Express Case Study
03/20 – Dr K J Bomtaia, Professor M Zairi & Dr A M Ahmed
Pennsylvania State University Case Study:
A Benchmarking Exercise in Higher Education
03/19 – Alexander T Mohr & Jonas F Puck
Inter-Sender Role Conflicts, General Manager Satisfaction and Joint
Venture Performance in Indian-German Joint Ventures
03/18 – Mike Tayles & Colin Drury
Profiting from Profitability Analysis in UK Companies?
03/17 – Dr Naser Al-Omaim, Professor Mohamed Zairi & Dr Abdel
Moneim Ahmed
Generic Framework for TQM Implementation with Saudi Context:
An Empirical Study
03/16 – AM Al-Saud, Dr AM Ahmed & Professor KE Woodward
Global Benchmarking of the Thrid Generation Telecommunication
System: Lessons Learned from Sweden Case Study
03/15 – Shelley L MacDougall & Richard Pike
Consider Your Options: Changes to Stratetic Value During
Implementation of Advanced Manufacturing Technology
03/14 – Myfanwy Trueman & Richard Pike
Building Product Value by Design. How Strong Accountants/Design
Relationships Can Provide a Long-Term Competitive
03/13 – Jiang Liu, Ke Peng & Shiyan Wang
Time Varying Prediction of UK Asset Returns
03/12 – A M Ahmed, Professor M Zairi & S A Alwabel
Global Benchmarking for Internet & E-Commerce Applications
03/11 – A M Ahmed, Professor M Zairi & Yong Hou
Swot Analysis for Air China Performance and Its Experience with Quality
03/10 – Kyoko Fukukawa & Jeremy Moon
A Japanese Model of Corporate Social Responsibility?:
A study of online reporting
16
03/09 – Waleed Al-Shaqha and Mohamed Zairi
The Critical Factors Requested to Implement Pharmaceutical Care in
Saudit Arabian Hospitals: A Qualitative Study
03/08 – Shelly MacDougall & Richard Pike
The Elusive Return on Small Business Investment in AMT: Economic
Evaluation During Implementation
03/07 – Alexander T Mohr
The Relationship between Inter-firm Adjustment and Performance in
IJVs – the Case of German-Chinese Joint Ventures
03/06 – Belinda Dewsnap & David Jobber
Re-thinking Marketing Structures in the Fast Moving Consumer Goods
Sector: An Exploratory Study of UK Firms
03/05 – Mohamed Zairi & Samir Baidoun
Understanding the Essentials of Total Quality Management:
A Best Practice Approach – Part 2
03/04 – Deli Yang & Derek Bosworth
Manchester United Versus China: The “Red Devils” Trademark Problems
in China
03/03 – Mohamed Zairi & Samir Baidoun
Understanding the Essentials of Total Quality Management:
A Best Practice Approach – Part 1
03/02 – Alexander T Mohr
The Relationship Between Trust and Control in International Joint Ventures
(IJVs) – An Emprical Analysis of Sino-German Equity Joint Ventures
03/01 – Mike Tayles & Colin Drury
Explicating the Design of Cost Systems
2002
02/34 – Alexander T Mohr
Exploring the Performance of IJVs – A Qualitative and Quantitative
Analysis of the Performance of German-Chinese Joint Ventures in the
People’s Republic of China
02/33 – John M T Balmer & Edmund Gray
Comprehending Corporate Brands
02/32 – John M T Balmer
Mixed Up Over Identities
02/31 – Zoë J Douglas & Zoe J Radnor
Internal Regulatory Practices: Understanding the Cyclical Effects within
the Organisation
02/30 – Barbara Myloni, Dr Anne-Wil Harzing & Professor Hafiz Mirza
A Comparative Analysis of HRM Practices in Subsidiaries of MNCs and
Local Companies in Greece
02/29 – Igor Filatotchev
”Going Public with Good Governance’’: Board Selection and Share
Ownership in UK IPO Firms
02/28 – Axele Giroud
MNEs in Emerging Economies: What Explains Knowledge Transfer to
Local Suppliers
02/27 – Niron Hashai
Industry Competitiveness – The Role of Regional Sharing of Distance-
Sensitive Inputs (The Israeli – Arab Case)
02/26 – Niron Hashai
Towards a Theory of MNEs from Small Open Economics – Static and
Dynamic Perspectives
02/25 – Christopher Pass
Corporate Governance and The Role of Non-Executive Directors in Large
UK Companies: An Empirical Study
02/24 – Deli Yang
The Development of the Intellectual Property in China
02/23 – Roger Beach
Operational Factors that Influence the Successful Adoption of Internet
Technology in Manufacturing
02/22 – Niron Hashai & Tamar Almor
Small and Medium Sized Multinationals: The Internationalization
Process of Born Global Companies
02/21 – M Webster & D M Sugden
A Proposal for a Measurement Scale for Manufacturing Virtuality
02/20 – Mary S Klemm & Sarah J Kelsey
Catering for a Minority? Ethnic Groups and the British Travel Industry
02/19 – Craig Johnson & David Philip Spicer
The Action Learning MBA: A New Approach Management Education
02/18 – Lynda M Stansfield
An Innovative Stakeholder Approach to Management Education:
A Case Study
W O R K I N G PA P E R S E R I E S

02/17 – Igor Filatotchev, Mike Wright, Klaus Uhlenbruck, 01/09 – Axèle Giroud
Laszlo Tihanyi & Robert Hoskisson Buyer-Supplier Transfer and Country of Origin: An Empirical Analysis of
Privatization and Firm Restructuring in Transition Economies: FDI in Malaysia
The Effects of Governance and Organizational Capabilities 01/08 – Damian Ward
02/16 – Mike Tayles, Andrew Bramley, Neil Adshead & Janet Farr Do Independent Agents Reduce Life Insurance Companies’ Free Cash Flow?
Dealing with the Management of Intellectual Capital: The Potential Role 01/07 – Daragh O’Reilly
of Strategic Management Accounting Corporate Images in ‘Jerry Maguire’: A Semiotic Analysis
02/15 – Christopher Pass 01/06 – Tony Lindley & Daragh O’Reilly
Long-Term Incentive Schemes, Executive Remuneration and Corporate Brand Identity on the Arts Sector
Perfomance
01/05 – M Trueman, J Balmer & D O’Reilly
02/14 – Nicholas J Ashill & David Jobber Desperate Dome, Desperate Measures! Managing Innovation at London’s
An Empirical Investigation of the Factors Affecting the Scope of Millennium Dome
Information Needed in a MkIS
01/04 – M Trueman, M Klemm, A Giroud & T Lindley
02/13 – Bill Lovell, Dr Zoe Radnor & Dr Janet Henderson Bradford in the Premier League? A Multidisciplinary Approach to
A Pragmatic Assessment of the Balanced Scorecard: An Evaluation use in Branding and Re-positioning a City
a NHS Multi-Agency Setting in the UK
01/03 – A Harzing
02/12 – Zahid Hussain & Donal Flynn Self Perpetuating Myths and Chinese Whispers
Validating the Four-Paradigm Theory of Information Systems Development
01/02 – M Webster
02/11 – Alexander T Mohr & Simone Klein Supply Systems Structure, Management and Performance:
The Adjustment of American Expatriate Spouses in Germany – A Research Agenda
A Qualitative and Quantative Analysis
01/01 – A Harzing
02/10 – Riyad Eid & Myfanwy Trueman Acquisitions Versus Greenfield Investments: Exploring the Impact of the
The Adoption of The Internet for B-to-B International Marketing MNC’s International Strategy
02/09 – Richard Pike & Nam Cheng
Trade Credit, Late Payment and Asymmetric Information 2000
02/08 – Alison J Killingbeck & Myfanwy M Trueman 0031 – John Ritchie & Sue Richardson
Redrawing the Perceptual Map of a City Leadership and Misleadership in Smaller Business Governance
02/07 – John M T Balmer 0030 – Mary Klemm
Corporate Brands: Ten Years On – What’s New? Tourism and Ethnic Minorities in Bradford: Concepts and Evidence
02/06 – Dr Abdel Moniem Ahmed & Professor Mohamed Zairi 0029 – (not available)
Customer Satisfaction: The Driving Force for Winning Business 0028 – (not available)
Excellence Award
0027 – Axèle Giroud
02/05 – John M T Balmer & Stephen A Greyser Determinant Factors of the Degree of Supply-Related Technology Transfer:
Managing the Multiple Identities of the Corporation A Comparative Analysis Between Asian Affiliates
02/04 – David Philip Spicer 0026 – A Cullen, M Webster & A Muhlemann
Organizational Learning & The Development of Shared Understanding: Enterprise Resource Planning (ERP) Systems: Definitions, Functionality and
Evidence in Two Public Sector Organizations the Contribution to Global Operations
02/03 – Tamar Almor & Niron Hashai 0025 – B Chennoufi & M Klemm
Configurations of International Knowledge-Intensive SMEs: Managing Cultural Differences in a Global Environment
Can the Eclectic Paradigm Provide a Sufficient Theoretical Framework?
0024 – (not available)
02/02 – Riyad Eid, Myfanwy Trueman & Abdel Moniem Ahmed
The Influence of Critical Success Factors on International Internet 0023 – Simon Best & Devashish Pujari
Marketing Internet Marketing Effectiveness:
An Exploratory Examination in Tourism Industry
02/01 – Niron Hashai
The Impact of Distance Sensitivity and Economics of Scale on the 0022 – Dr Myfanwy Tureman
Output and Exports of Israel and its Arab Neighbours Divided Views, Divided Loyalties: Changing Customer Perceptions by Design
0021 – Yasar Jarrar
2001 Becoming World Class Through a Culture of Measurement
01/18 – Christopher M Dent 0020 – David Spicer & Eugene Sadler-Smith
Transnational Capital, the State and Foreign Economic Policy: Cognitive Style & Decision Making
Singapore, South Korea and Taiwan 0019 – Z J Radnor & R Boaden
01/17 – David P Spicer & Eugene Sadler-Smith A Test for Corporate Anorexia
The General Decision Making Style Questionnaire: 0018 – (not available)
A Comfirmatory Analysis
0017 – Peter Prowse
01/16 – David P Spicer Public Service Union Recruitment Workplace Recovery or Stagnation in
Expanding Experimental Learning: Linking Individual and a Public Services Union? Evidence From a Regional Perspective
Organisational learning, Mental Models and Cognitive Style
0016 – Yasar F Jarrar & Mohamed Zairi
01/15 – E Grey & J Balmer Best Practice Transfer for Future Competitiveness:
Ethical Identity; What is it? What of it? A Study of Best Practices
01/14 – Mike Talyes & Colin Drury 0015 – Mike Tayles & Colin Drury
Autopsy of a Stalling ABC System: A Case Study of Activity Based Cost Cost Systems and Profitability Analysis in UK Companies: Selected
Management and Performance Improvement Survey Findings
01/13 – N Esho, R Zurbruegg, A Kirievsky & D Ward 0014 – B Myloni & A Harzing
Law and the Deminants of International Insurance Consumption Transferability of Human Resource Management Practices Across
01/12 – J Andrews Coutts & Kwong C Cheug Borders: A European Reflection on Greece
Trading Rules and Stock Returns: Some Preliminary Short Run Evidence 0013 – (not available)
from the Hang Seng 1985-1997
0012 – Nick J Freeman
01/11 – D McKechnie & S Hogarth-Scott Asean Investment Area: Progress and Challenges
Linking Internal Service Encounters and Internal Transactions: Unravelling
0011 – Arvid Flagestad & Christine A Hope
Internal Marketing Contract Workers
A Model of Strategic Success in Winter Sports Destinations:
01/10 – M Webster & D M Sugden the Strategic Performance Pyramid
Operations Strategies for the Exploitation of Protected Technology: Virtual
0010 – M Poon, R Pike & D Tjosvold
Manufacture as an Alternative to Outward licensing
Budget Participation, Goal Interdependence and Controversy:
A Study of a Chinese Public Utility

17
 W O R K I N G PA P E R S E R I E S

0009 – Patricia C Fox, John M T Balmer & Alan Wilson 9904 – C Smallman
Applying the Acid Test of Corporate Identity Management Knowledge Management as Risk Management: The Need for Open
0008 – N Y Ashry & W A Taylor Corporate Governance
Information Systems Requirements Analysis in Healthcare: 9903 – R Beach, D Price, A Muhlemann & J Sharp
Diffusion or Translation? The Role of Qualitative Research in the Quest for Strategic Flexibility
0007 – T Lindley, D O’Reilly & T Casey 9902 – N Hiley & C Smallman
An Analysis of UK Television Advertisements for Alcohol Predicting Corporate Failure: A Literature Review
0006 – Eric Lindley & Frederick Wheeler 9901 – M Trueman
The Learning Square: Four Domains that Impact on Strategy Designing Capital: Using Design to Enhance
0005 – K K Lim, P K Ahmed & M Zairi and Control Technological Innovation
The Role of Sharing Knowledge in Management Initiatives
1998
0004 – C De Mattos & S Sanderson
Expected Importance of Partners’ Contributions to Alliances in 9826 – A Harzing
Emerging Economies: A Review Cross-National Industrial Mail Surveys: Why do Response Rates Differ
Between Countries?
0003 – A Harzing
Acquisitions Versus Greenfield Investments: Both Sides of the Picture 9825 – B Dewsnap and D Jobber
The Sales-Marketing Interface: A Synthesis of Theoretical Perspectives
0002 – Stuart Sanderson & Claudio De Mattos and Conceptual Framework
Alliance Partners’ Expectations Concerning Potential Conflicts and
Implications Relative to Trust Building 9824 – C De Mattos
Advantageous Exectutives’ Characteristics in Establishing Biotechnology
0001 – A Harzing Alliances in an Emerging Economy: The Case of Brazil
An Empirical Test and Extension of the Bartlett & Ghoshal Typology of
Multinational Companies 9823 – C A Howorth
An Empirical Examination of the Usefulness of the Cash Conversion Cycle
1999 9822 – A Harzing
9922 – Gerry Randell & Maria del Pilar Rodriguez Who’s in Charge? An Empirical Study of Executive Staffiing Practices in
Managerial Ethical Behaviour Foreign Subsidiaries

9921 – N Y Ashry & W A Taylor 9821 – N Wakabayashi & J Gill

Requirements Analysis as Innovation Diffusion: A Proposed
Requirements Analysis Strategy for the Development of an Integrated
Hospital Information Support System
9920 – C Hope
My Way’s The Right Way! Or, With Particular Reference to Teaching on
Tourism Courses, is ‘Best Practice’ in Operations Management
Dependent Upon National Culture?
9919 – A Harzing
Of Bumble-Bees and Spiders: The Role of Expatriates in Controlling
Foreign Subsidiaries
9918 – N Y Ashry & W A Taylor
Who will take the Garbage Out? The Potential of Information
Technology for Clinical Waste Management in the NHS
9917 – D O’Reilly
Nice Video(?), Shame about the Scam… Paedagogical Rhetoric Meets
Commercial Reality at Stew Leonard’s
9916 – A Harzing
The European Monolith: Another Myth in International Management?
9915 – S MacDougall & R Pike
The Influence of Capital Budgeting Implementation on Real Options:
A Multiple-Case Study of New Technology Investments
9914 – C Pass, A Robinson & D Ward
Performance Criteria of Corporate Option and Long-Term Incentive
Plans: A Survey of 150 UK Companies 1994-1998
9913 – R Beach, A P Muhlemann, D H R Price, J A Sharp & A Paterson
Strategic Flexibility and Outsourcing in Global networks
9912 – H M stewart, C A Hope & A P Muhlemann
The Legal Profession, Networks and Service Quality
9911 – J F Keane
Design and the Management Paradigms of Self-Organisation
9910 – D O’Reilly
On the Precipice of a Revolution with Hamel and Prahalad
9909 – S Cameron & D Ward
Abstinence, Excess, Success?: Alcohol, Cigarettes, Wedlock & Earnings
9908 – M Klemm & J Rawel
Eurocamp – Strategic Development and Internationalisation in a
European Context
9907 – M Webster & R Beach
Operations Network Design, Manufacturing Paradigms
and the Subcontractor
9906 – D Ward
Firm Behaviour and Investor Choice: A Stochastic Frontier Analysis of
UK Insuramce
9905 – D Ward, C Pass & A Robinson
LTIPS and the Need to Examine the Diversity of CEO Remuneration
Perceptive Differences in Interorganizational Collaboration and
Dynamics of Trust
9820 – C Smallman
Risk Perception: State of the Art
9819 – C Smallman
The Breadth of Perceived Risk: Why Integrated Risk Management of
Health, Safety & Environmental Risks is only the End of the Beginning
9818 – P S Budhwar, A Popof & D Pujari
Evaluating Sales Management Training at Xerox in Greece:
An Exploratory Study
9817 – W A Taylor
An Information-Based Perspective on
Knowledge Capture in Business Processes
9816 – S Hogarth-Scott
Category Management Relationships:
Is it Really Trust Where Choice is Limited?
9815 – W A Taylor
Sustaining Innovation in Organisations: Managing the Intangibles
A Study of TQM Implementation in Northern Ireland Organisations
1991-1996
9814 – M Webster, A Muhlemann and C Alder
Subcontract Manufacture in Electronics Assembly:
A Survey of Industry Practice
9813 – M J S Harry
Is Object-Orientation Subject-Oriented?: Conflicting and
Unresolved Philosophies in Object-Oriented Information
Systems Development Methodology
9812 – J Jackson
The Introduction of Japanese Continuous Improvement Practices to a
Traditional British Manufacturing Site: The Case of RHP Bearings
(Ferrybridge)
9811 – C De Mattos
A Comparative Study Between Perceptions of British and German
Executives, in the Biotechnology Sector, Relative to Potential Future
Contributions of Greatest Importance to and from Transnational
Alliance Partners in Emerging Economies
9810 – J Martin-Hirsch & G Wright
The Cost of Customer Care – A Value Analysis of Service Delivery
Approaches
9809 – J Martin-Hirsch & G Wright
A Service Provider’s View of Success Factors in Alternative Service
Stategies
9808 – J Martin-Hirsch & G Wright
A Professional’s Evaluation of Alternative Service Delivery Regimes for
Customer Care and Satisfaction
9807 – J Martin-Hirsch & G Wright
A User’s Perspective of Alternative Service Delivery: A Comparative
Study of the Evaluation of Service Strategies

18
W O R K I N G PA P E R S E R I E S

9806 – J Martin-Hirsch & G Wright 9707 – N Wilson, B Summers & C Singleton

The Case for Choice in Health Care: A Comparison of Traditional and Small Business Demand for Trade Credit, Credit Rationing and the Late
Team Midwifery in Effective Service Provision Payment of Commercial Debt: An Empirical Study
9805 – M Woods, M Fedorkow amd M Smith 9706 – R Beach, A P Muhlemann, A Paterson, D H R Price & J A Sharp
Modelling the Learning Organisation The Management Information Systems as a Source of Flexibility:
9804 – W A Taylor A Case Study
An Action Research Study of Knowledge Management in Process Industries 9705 – E Marshall
9803 – C Singleton Business Ethics: The Religious Dimension
Quantitative and Qualitative – Bridging the Gap Between Two 9704 – M Wright, N Wilson & K Robbie
Opposing Paradigms The Longer Term Effects of Management-Led Buy-Outs
9802 – R McClements & C Smallman 9703 – G Hopkinson & S Hogarth Scott
Managing in the New Millennium: Reflections on Change, Management and Quality of Franchise Relationships: The Implications of Micro Economic
the Need for Learning Theories of Franchising
9801 – P Eyre & C Smallman 9702 – G C Hopkinson & S Hogarth-Scott
Euromanagement Competencies in Small and Medium Sized Enterprises: Channel Conflict: Critical Incidents or Telling Tales.
A Development Path for the New Millenium Methodologies Compared
9701 – K Watson, S. Hogarth-Scott & N Wilson
1997 Marketing Success Factors and Key Tasks in Small Business Development
9729 – C Smallman
Managerial Perceptions of Organisational 1996
Hazards and their Associated Risks 9619 – B Summers & N Wilson
9728 – C Smallman & D Weir Trade Credit Management and the Decision to use Factoring:
Managers in the Year 2000 and After: A Strategy for Development An Empirical Study
9727 – R Platt 9618 – M Hiley & H Mirza
Ensuring Effective Provision of Low Cost Housing Finance in India: The Economic Prospects of ASEAN : The Role of AFTA in the Future
An In-Depth case Analysis Development of the Region
9726 – (not available) 9617 – A Brown
9725 – (not available) Prospects for Japanese Foreign Direct Investment in Thailand

9724 – S Estrin, V Perotin, A Robinson & N Wilson 9616 – H Mirza, K H Wee & F Bartels
Profit-Sharing Revisited: British and French Experience Compared The Expansion Strategies of Triad Corporations in East Asia

9723 – (not available) 9615 – M Demirbag & H Mirza

Inter-Partner Reliance, Exchange of Resources & Partners’ Influence on
9722 – R Beach, A P Muhlemann, A Paterson, D H R Price and J A Sharp J’V’s Strategy
Facilitating Strategic Change in Manufacturing Industry
9614 – R H Pike & N S Cheng
9721 – R Beach, A P Muhlemann, A Paterson, D H R Price and J A Sharp Motives for Investing in Accounts Receivable: Theory and Evidence
The Strategy Options in Manufacturing Industry: Propositions Based on
Case Histories 9613 - R H Pike & N S Cheng
Business Trade Credit Management: Experience of Large UK Firms
9720 – A Giroud
Multinational Firms Backward Linkages in Malaysia: A Comparison 9612 – R Elliott, S Eccles & K Gournay
between European and Asian Firms in the Electrical and Electronics Sector Man Management? Women and the Use of Debt to Control
Personal Relationships
9719 – L Kening
Foreign Direct Investment in China: Performance, Climate and Impact 9611 – R Elliott, S Eccles & K Gournay
Social Support, Personal Relationships & Addictive Consumption
9718 – H Mirza
Towards a Strategy for Enhancing ASEAN’s Locational Advantages for 9610 – M Uncles & A Manaresi
Attracting Greater Foreign Direct Investment Relationships Among Retail Franchisees and Frachisors:
A Two-Country Study
9717 – B Summers & N Wilson
An Empirical Study of the Demand for Trade Credit in UK 9609 – S Procter
Manufacturing Firms Quality in Maternity Services:
Perceptions of Managers, Clinicians and Consumers’
9716 – R Butler & J Gill
Reliable Knowledge and Trust in Partnership Formation 9608 – S Hogarth-Scott & G P Dapiran
Retailer-Supplier Relationships: An Integrative Framework Based on
9715 – R Butler Category Management Relationships
Stories and Experiments in Organisational Research
9607 – N Wilson, S Hogarth-Scott & K Watson
9714 – M Klemm & L Parkinson Factors Contributing to Entrepreneurial
British Tour Operators: Blessing or Blight Success in New Start Small Businesses
9713 – C A Hope 9606 – R Beach, A P Muhlemann, A Paterson, D H R Price & J A Sharp
What Does Quality Management Mean for The Evolutionary Development of the Concept Manufacturing Flexibility
Tourism Companies and Organisations?
9605 – B Summers
9712 – S Hogarth-Scott & P Dapiran Using Neural Networks for Credit Risk Management:
Do Retailers and Suppliers Really have Collaborative Category The Nature of the Models Produced
Management Relationships?: Category Management Relationships in
the UK and Australia 9604 – P J Buckley & M Carter
The Economics of Business Process Design: Motivation, Information &
9711 – C De Mattos Coordination Within the Firm
The Importance of Potential Future Contributions from/to Transnational
Joint Venture Partners: Perception of Brazilian Managing Directors and 9603 – M Carter
Specialists Linked to Biotechnology Is the Customer Always Right?
Information, Quality and Organisational Architecture
9710 – N T Ibrahim & F P Wheeler
Are Malaysian Corporations Ready for Executive Information Systems? 9602 – D T H Weir
Why Does the Pilot Sit at the Front? And Does it Matter?
9709 – F P Wheeler & A W Nixon
Monitoring Organisational Knowledge in Use 9601 – R A Rayman
A Proposal for Reforming the Tax System
9708 – M Tayles & C Drury
Scoping Product Costing Research: A Strategy for Managing the Product 1995
Portfolio – Cost System Design
9506 – A L Riding & B Summers
Networks that Learn and Credit Evaluation

19
 W O R K I N G PA P E R S E R I E S

9505 – R A Rayman
The Income Concept: A Flawed Ideal?
9504 – S Ali & H Mirza
Market Entry Strategies in Poland: A Preliminary Report
9503 – R Beach, A P Muhlemann, A Paterson, D H.R Price & J A Sharp
An Adaptive Literature Search Paradigm
9502 – A S C Ehrenberg & M Uncles
Direchlet-Type Markets: a Review, Part 2: Applications & Implications
9501 – M Uncles & A S C Ehrenberg
Direchlet-Type Markets: A Review, Part 1: Patterns and Theory

1994
9411 – R A Rayman
The Real-Balance Effect Fallacy and The Failure of Unemployment Policy
9410 – R A Rayman
The Myth of ‘Says’ Law
9409 not issued
9408 not issued
9407 not issued
9406 not issued
9405 – F Bartels & N Freeman
Multinational Enterprise in Emerging Markets: International Joint
Ventures in Côte D’Ivoire Vietnam
9404 – E Marshall
The Single Transferable Vote – A Necessary Refinement Abstract
9403 – G R Dowling & M Uncles
Customer Loyalty programs: Should Every Firm Have One?
9402 – N Wilson, A Pendleton & M Wright
The impact of Employee Ownership on Employee Attitudes:
Evidence from UK ESOPS
9401 – N Wilson & M J Peel
Working Capital & Financial Management
Practices in the Small Firm Sector

1993
9310 – R Butler, L Davies, R Pike & J Sharp
Effective Investment Decision-Making: The Concept and its
Determinants no longer available
9309 – A Muhlemann, D Price, M Afferson & J Sharp
Manufacturing Information Systems as a Means for Improving
the Quality of Production Management Decisions in Smaller
Manufacturing Enterprises
9308 – F P Wheeler, R J Thomas & S H Chang
Towards Effective Executive Information Systems
9307 – F P Wheeler, S H Chang & R J Thomas
The Transition from an Executive Information System to Everyone’s
Information System: Lessons from a Case Study
9306 – S H Chang, F P Wheeler & R J Thomas
Modelling Executive Information Needs
9305 – S. Braga Rodrigues & D Hickson
Success in Decision Making: Different Organisations,
Differing Reasons for Success.
9304 – R J Butler, R S Turner, P D Coates, R H Pike & D H R Price
Ideology, Technology and Effectiveness
9303 – R J Butler, R S Turner, P D Coates, R H Pike & D H R Price
Strategy, Structure and Technology
9302 – R J Butler, R S Turner, P D Coates, R H Pike & D H R Price
Competitive Strategies and New Technology
9301 – R J Butler, R S Turner, P D Coates, R H Pike & D H R Price
Investing in New Technology for Competitive Advantage

Copies of the above papers can be obtained by contacting the Research

Programme Administrative Secretary at the address below:

Bradford University School of Management

Emm Lane
Bradford
West Yorkshire
BD9 4JL

Tel: ++44 (01)1274 234323 (mornings only)

Fax: ++44 (01)1274 546866

20