PAWs model of future customer behaviour

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