A consumer’s perception of quality levels has long been a focus for marketing literature research. For example, the consumer’s judgment concerning an entity’s overall level of excellence or superiority has been used as a measurement of perceived quality . Objective measures of quality, measured by elements such as the “conformance to requirements” or “freedom from deficiencies” have been defined as the basis for quality assessment. However, these objective measures are difficult to translate into methods for assessing service (as opposed to product) quality. This difficulty led to the development of ServQual, intended to assess user perceptions of quality in a service environment.
From the methodological point of view: Respondents fatigue at having to rate all service attributes twice. They also tend to rate most dimensions as being highly important, since they are unable to distinguish between aspects that are very and extremely important Respondents may interpret the expectation / importance questions in different ways.
[Parasuraman, Zeithaml and Berry (1988) “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.” Journal of Retailing (64.1) 12-37]developed the original 22 item ServQual scale with questions intended to assess five specific dimensions (tangibles, reliability, responsiveness, assurance, and empathy). [Parasuraman et al. (1985)] identify the 10 core components of service quality as reliability (consistent performance and dependability), responsiveness (willingness/readiness to serve), competence (possessing knowledge and skills), access (approachability and ease of contact), courtesy (politeness, consideration and friendliness of staff), communication (updating and listening to customers), credibility (trustworthy and reputable, with customer interests at heart), security (freedom from danger and risk), customer knowledge (understanding needs and personalized attention), as well as...
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