Service quality evaluations in massively multiplayer online role-playing games

This thesis at hand delves into the service quality of video games. Service quality is the foundation of service marketing and service design. Therefore, marketers have for the better part of half a century worked to advance theoretical understanding in the field. The work of numerous researchers has contributed to the current understanding of both service quality measurement and how consumers evaluate service quality. Nevertheless, technological advancements have made service quality management ever more difficult with services more prone to service gaps. This is particularly the case in complex service forms that take place through virtual media. Video games are a good example of this. Whereas not all video games can be categorized as a service, those that take place online through player interactions fulfil the four principle IHIP traits that define services: Intangibility, Heterogeneity, Inseparability, and Perishability. Massively Multiplayer Online Role-playing Games (MMORPG) are a good example of this. MMORPGs are small virtual worlds – with populations, economies, even professions. Therefore, they in many ways simulate the very core constructs of reality. Nevertheless, despite the ever-increasing nature of complex services and growing size of the video game industry, current understanding of the makeup of such services is limited. Subsequently this thesis is of intrinsic value both theoretically and managerially. Based on this need the purpose of this thesis is to further understanding of how consumers evaluate their MMORPG service quality experience by answering three research questions: 1) How do MMORPGs differ from traditional offline and online service? 2) Do expectations play a role in MMORPG service quality evaluations? 3) What are the service quality dimensions that govern the perceived service quality of MMORPGs? This thesis uses a netnographic research method to explore and resolve these questions. The thesis brings forth several results of theoretical and managerial interest. Foremost, MMORPG service quality is predominantly evaluated based on expectations. Furthermore, those evaluations are governed by a total of 10 primary dimensions and 22 corresponding subdimensions. However, five of the primary dimensions are dominant: Game design, Game sociability, Tangibles, Reliability, and Trust. Nevertheless, it is identified that depending on service performance nearly every dimension can be a source of consumer satisfaction or dissatisfaction; the determining factor service innovation or underperformance. This thesis delves further into these findings, their nuances, and other important theoretical and managerial implications, some of which were unforeseen.siirretty Doriast