The reviewed article entitled “Quality of service practices within the business market: An automotive industry experience” was written by Akbar et al. (2018). The article dwells on the way service quality is perceived by buyers with a focus on the automotive industry. The researchers implemented a qualitative study to explore the attitudes towards and views regarding the quality of services in the business setting. This article provides insights into the factors affecting buyers’ choices regarding purchasing from particular vendors based on buyers’ perceptions of service quality.
First, it is necessary to note that the authors implemented a proper review of the literature regarding the matter and paid specific attention to the approaches to service quality evaluation. Akbar et al. (2018) provided nine service quality models offered by scholars and utilized by practitioners. These models differ in detail but have a lot in common. For instance, all models imply the analysis of the needs and expectations of the two sides, while other quality attributes may differ. In some models, the focus is on the timely satisfaction of buyers’ needs, while some frameworks involve such factors as the price and methodology used to identify buyers’ needs. The review of these models enabled the researchers to develop the questions for the interview and implement a deep analysis of the obtained data.
Researchers use an appropriate research design as qualitative study design concentrates on people’s attitudes and perceptions. Akbar et al. (2018) justified the choice of the methodology, stating that quality is an aspect of the service seen differently by people, which requires the analysis of people’s views and attitudes. The authors also explained the choice of the sampling strategy, which was stratified purposeful sampling. Non-probability sampling is common for qualitative studies as it ensures the involvement of knowledgeable people willing to provide diverse insights. Stratification is also justifiable, as Akbar et al. (2018) employed that method to obtain more data from people making decisions in organizations and concentrating on different aspects of quality. Although the sample is rather small (only six people took part in the study), it is common for qualitative studies. Akbar et al. (2018) added that saturation was achieved as no new topics emerged during interviews. Although the researchers provided a significant number of details regarding sampling, this section could be improved by the provision of more data regarding the participants’ demographics.
Semi-structured interviews were the data collection method, and the researchers took precautions to strengthen this method. In order to address potential limitations related to interview analysis (sample’s subjectivity, reflexivity, and possible bias or giving socially-expected answers), Akbar et al. (2018) crafted the questions based on the review of the literature on the matter. They used reports and other types of organizational documents to verify the participants’ answers. These measures enabled the authors to triangulate and enhance the reliability of their findings. At that, it could be beneficial to provide some details concerning the questions. For instance, the article could be improved by highlighting the topics discussed during the interviews or themes that guided these discussions.
The choice of the hermeneutics analysis is one of the weaknesses of the reviewed study. The researchers did not provide sufficient justifications regarding the use of this method. The thematic analysis could be a better choice as it would enable a deeper understanding of the facets of quality seen as central. The service quality models described at the beginning of the article suggest that particular facets of quality (meeting expectations, price, time, and so on) are singled out. Akbar et al. (2018) also came up with certain themes related to the evaluation of service quality. The authors provide quotes from the participants’ interviews, but it could be more effective if they concentrated on the emerging themes. The article could also be improved by noting the positions of the people uttering each statement provided by Akbar et al. (2018). It would shed light on the aspects valued by this or that professional, which would be helpful in understanding the reasons behind people’s choices linked to service quality.
The discussion section is detailed, and the researchers referred to diverse sources supporting their claims and consistent with the study’s findings. Akbar et al. (2018) found that the delivery of service and price are the primary elements they consider when evaluating the quality of the service they receive. The researchers also added that the development of proper relationships between the vendor and buyer was also an essential component that affected buyers’ views on quality. The conclusion section is one of the weaknesses of the article as the researchers simply summarize the major findings and mention their contribution to the field. However, the paper would be improved by the inclusion of its limitations and ideas regarding further research.
In conclusion, it is possible to note that the research is a significant contribution to the field as it provides insights into the central basis of the proper relationship between vendors and buyers in the automotive industry. This area has been characterized by multiple gaps, and the article in question fills in some of them. Nevertheless, the study also has some limitations related to the chosen methodology and the lack of insights into potential further steps that could be undertaken. Overall, the study by Akbar et al. (2018) contributes to the development of a deep understanding of the concept of quality and the specifics of relationships between buyers and vendors.
Reference
Akbar, J., Shaharudin, M. R., Hassam, S. F., Zainal, N. N., & Zainoddin, A. I. (2018). Quality of service practices within business market: An automotive industry experience. International Journal of Supply Chain Management, 7(6), 204–220.