PAWs model of Future Customer Behaviour

By Anthony Perrone.

Published by The Organization Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Service quality is an area that has been subjected to widespread research. This has included those elements relating to the repurchase intentions of customers. Service performance, in a service setting environment, can have an impact on what a customer experiences, their subsequent behaviour and perceptions. The material in this paper has been extracted from a larger research of an empirical study of five hundred coffee shop patrons. The research conducted measured the effect of service performance on consumer’s perceptions of service quality, in a model relating customer service quality with customer behavioural outcomes in a retail service setting.
The resulting affect empirically shows that service performance, through the specific grouping of known service quality constructs, improves the prediction of customer post-purchase perceptions and behaviours. However of greater significance in contributing to marketing theory, a general service quality model relating customer service quality with post-purchase customer behaviours, the PAWs model of Future Customer Behaviour was developed, which may be of value to researchers and practitioners alike in studying various service sector organisations.

Keywords: Service Quality, Retail, Post-purchase Behaviour, Consumer Behaviour, Service Performance, Services Marketing

International Journal of Knowledge, Culture and Change Management, Volume 10, Issue 4, pp.69-80. Article: Print (Spiral Bound). Article: Electronic (PDF File; 678.848KB).

Dr. Anthony Perrone

Course Coordinator in Marketing, School of Management & Marketing, Central Queensland University, Rockhampton, Queensland, Australia

Course Coordinator and Lecturer in Marketing. Currently teaching undergraduate courses in Customer Relationship Marketing, Promotions Management, Marketing and post graduate courses in Integrated Marketing Communications. Developed and designed marketing courses on: principles of marketing, consumer behaviour, selling process and entrepreneurship. Upcoming text inclusions; International Marketing Fifth Edition by Fletcher & Brown: ‘Bringing Australian Fashions to the Singapore Turf Club’ case study. Consumer Behaviour Fifth Edition by Schiffman, Ward, Bednall, O’Cass & Paladino: ‘Consumers Decision Making Process: Why buy a frozen Burrito?’ case study. Marketing: Real People, Real Choices Second Edition by Solomon, Hughes, Chitty, Fripp, Marshall, & Stuart: ‘Real People, Real Choices’ profile feature. Marketing: Real People, Real Choices Second Edition by Solomon, Hughes, Chitty, Fripp, Marshall, & Stuart: two (2) featured case study reviews. Services Marketing Fifth Edition by Lovelock & Patterson: Target Marketing: ‘Selling Mexican Food to Australians’ case study (on-line text resources). Principles of Marketing, Fifth Edition by Kotler: Marketing: Creating Excitement and Value: two (2) featured case studies. Text reviewer for; Marketing Second Edition by Lamb, Hair, McDaniel, Summers& Gardiner. Advertising and Promotion Second Edition by Belch, Belch, Kerr & Powell. How to Create an IMC Plan Third Edition by Waller. Principles of Marketing Fifth Edition by Kotler. Former executive manager for Fred Hayman the creator of Giorgio Beverly Hills(VP), Neiman Marcus(USA) and David Jones (Australia). Interests include playing tennis, yoga, biking, the beach, camping, and helping and healing those in need.


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