MEASURING PERCEIVED SERVICE QUALITY USING INTEGRATED CONJOINT EXPERIMENTS (manuscript, January 2000) Published in the International Journal of Bank Marketing, 18 (4), 154-169. Harmen Oppewal and Marco Vriens Keywords: Service Quality, Conjoint Analysis, Hierarchical Information Integration, Services Marketing, Retail Banks Authors’ addresses: Harmen Oppewal Marco Vriens School of Management Studies for the Service Sector Vice President and General Manager University of Surrey Stratford Associates Guildford 19 Garces Drive Surrey, GU2 5XH San Francisco, CA 94132 U.K. U.S.A. phone: +44 (0)1483 259183 phone: +1 415 334 2385 fax: +44 (0)1483 876301 fax: email: H.Oppewal@surrey.ac.uk email: Mvriens@Stratforda.com Affiliations: Harmen Oppewal is Professor of Retail Management in the School of Management Studies for the Service Sector, University of Surrey, Guildford, Surrey, U.K.; Marco Vriens is Vice President and General Manager of the San Francisco Office of Stratford Associates Marketing Research Inc., San Francisco, U.S.A. Acknowledgements: The authors like to acknowledge the assistance of Henk Bremer and Jan A. Linde during the data collection and analysis.