Geographic Patterns in Customer Service and Satisfaction: An Empirical Investigation

Journal of Marketing, 68 (July 2004), 48-62

16 Pages Posted: 24 Oct 2013

See all articles by Vikas Mittal

Vikas Mittal

Rice University

Wagner A. Kamakura

Rice University

Rahul Govind

University of Mississippi - School of Business Administration

Date Written: July 1, 2004

Abstract

When firms’ customers are located in geographically dispersed areas, it can be difficult to manage service quality because its relative importance is likely to vary spatially. This article shows how addressing such spatial aspects of satisfaction data can improve management’s ability to implement programs aimed at enhancing service quality. Specifically, managers can identify areas of high service responsiveness, that is, areas in which overall satisfaction is low but customers are highly responsive to improvements in service quality. The authors estimate the spatial patterns using geographically weighted regression, a technique that accounts for spatial dependence in the variables. They apply this methodology to a large national sample of automobile customers served by a network of dealerships across the United States. The authors also investigate the extent to which factors related to the physical and psychological landscape explain the importance that people in different regions place on dealership service and vehicle quality.

Keywords: customer satisfaction, spatial patterns, weighted regression

Suggested Citation

Mittal, Vikas and Kamakura, Wagner A. and Govind, Rahul, Geographic Patterns in Customer Service and Satisfaction: An Empirical Investigation (July 1, 2004). Journal of Marketing, 68 (July 2004), 48-62, Available at SSRN: https://ssrn.com/abstract=2343896

Vikas Mittal (Contact Author)

Rice University ( email )

6100 South Main Street
250 McNair
Houston, TX 77005-1892
United States

Wagner A. Kamakura

Rice University ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States
(713) 348-6307 (Phone)

Rahul Govind

University of Mississippi - School of Business Administration ( email )

PO Box 3986
Oxford, MS 38677
United States

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