Table 5 Variability in customers’ perceived service quality of subsequent services.

From: Smooth or sticky? An analysis of service variability

  

Phase A

Phase B

Phase C

Mean

S.D.

Mean

S.D.

Mean

S.D.

Cells 1 and 12

Experienced customers

6.30

0.64

5.71

0.64

5.32

0.46

Inexperienced customers

10.39

0.66

9.08

0.90

7.68

0.77

Cells 2, 3, 4, 7 and 8

Experienced customers

6.61

0.49

6.56

0.87

6.20

0.69

Inexperienced customers

10.09

0.77

9.50

0.97

8.28

0.91

Cells 5, 6, 9, 10, and 11

Experienced customers

6.37

0.48

6.84

0.44

6.49

0.87

Inexperienced customers

10.29

0.65

11.60

0.62

10.58

0.75

Cells 13, 14 and 15

Experienced customers

6.42

0.75

6.39

0.65

8.09

0.82

Inexperienced customers

10.27

0.81

10.02

0.67

12.32

0.81

Cells 16,17 and 18

Experienced customers

6.56

0.63

6.94

0.89

6.62

0.78

Inexperienced customers

10.11

0.71

10.46

0.79

10.19

0.84

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