It is posited here that answers to the proposed research questions, will enable special event firms to ascertain if there is a positive relationship between their business successes and the service quality they proffer. This analysis can also help identify the negative gaps in service quality from expected levels as well as determine as to which SERVQUAL dimensions are critical in determining the level of success this type of company will experience in the marketplace. Parasuraman, Zeithaml & Berry (1985) illustratively explain the arrival of gap in service quality through the use of 10 dimensional model. The final research will benefit industry firms by providing revealing information on the linkage between service quality and business success in the entertainment industry.
Relationships from Literature Review
Axelrod (1991) describes in relation to referral marketing that a firm should be consistent in continuing its marketing. The firm should also not behave in an opportunistic manner in calling customers only when it intends to obtain referrals. This is defined under the important construct of integrity. Consistency in marketing is likely to be causally important for a special event firm as it is likely dissipate substantially expectations of service quality through advanced and structured information to the market. While temporal precedence viz that the cause happened before effect could be reckoned from one observational cycle and some kind of co variation of the cause and effect was also observed however, since the concept of consistency in marketing covered several underlying factors; the internal validity was not maintainable (Trochim, 2006).Hence it would be far better to consider this construct in descriptive form....
Exploring Research Relationships
The literature has been specifically reviewed to establish and identify internal and external validity issues relevant to the research topic. The paper ends with description of the nature of the relationships that would be finally assumed in subsequent dissertation on the research topic.
As has been stated in the introductory paragraph, this research utilizes the 1991 SERVQUAL instrument to measure service quality performance vis a vis customer service quality needs in the marketplace. The SERVQUAL instrument helps diagnose service quality problems (Berry, Zeithaml, & Parasuraman, 1990).See Bruner, James, & Hensel (2001) for an updated description of SERVQUAL. The data going through this instrument is expected to effectively answer the research questions by addressing both the null and alternative hypothesis statements, formed for the purpose. The more specific intent of this research is to establish a predictive relationship between SERVQUAL survey results and the success of a special event firm in any major city within the United States. The primary constructs identified are: reliability, responsiveness, assurance, empathy, tangibles, and business success.
Thus this enveloping construct could be identified as customer oriented corporate culture. It may be observed that almost all of the primary constructs identified for the research in hand viz. reliability, responsiveness, assurance, empathy, tangibles go on to define some kind of customer oriented corporate culture. It is considered preferable to examine the impacts of these constructs on a stand alone basis rather than lump them in one construct.