Service Quality—from Definition to Measurement

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Service Quality—
From Definition to Measurement

Introduction
In recent years, more and more companies start to concentrate on the quality of their products. The products could be tangible as physical goods, or intangible like the service. This article is more about the service product. Since the service has no tangible form, the service quality is difficult to measure. Businesses want to get the information about the customers’ perceptions of the service they provided. Then they need to measure the service quality. A useful tool can be used is a multiple-item scale for measuring consumer perceptions of service quality called SERVQUAL. There is also another tool called SERVPERF which has the conflict with SERVQUAL. As the debate between two groups of researchers mention those tools. All those content are all based on referenced journal articles and text books which are the fortune for the marketers today.

Service quality - From definition to measurement
What the service is
The service is defined by Elliott et al. (2010) as some activities or performances which are offered to sale. And the key point of these activities and performances is that it is not involving an exchange of tangible or physical goods. This definition is in accordance with the one of the four characteristics which describes as intangibility, and other three characteristics of service are inseparability, heterogeneity and perishability. Gronroos (2001) also commented about the concept of service as services are processes, not things. Give some real examples about the service are that cleaning, massaging, car repairing and nursing. To understand the definition of service is a significant way to conduct the further research on service quality.

Service quality defined by the concept of service
Service quality is defined by Bolton and Drew (1991) as the customer’s assessment of the overall excellence or superiority of the service. As Parasuraman et al. (1985) claimed that fully

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