660:
into five dimensions which are believed to align with the consumer's mental map of service quality dimensions. Both the expectations component and the perceptions component of the questionnaire consist a total of 22 items, comprising 4 items to capture tangibles, 5 items to capture reliability, 4 items for responsiveness, 4 items for assurance and 5 items to capture empathy. The questionnaire may be administered as a paper survey, web survey or in a face-to-face interview. Known studies have published high scores for validity and reliability from small to large size sample sizes. In practice, it is customary to add additional items such as the respondent's demographics, prior experience with the brand or category and behavioural intentions (intention to revisit/ repurchase, loyalty intentions and propensity to give word-of-mouth referrals). Thus, the final questionnaire may consist of 60+ items though the 22 questions are the same. The face to face interview version may take one hour per respondent to administer, but not the print or web survey forms.
869:, in a systematic research program carried out between 1983 and 1988. The model identifies the principal dimensions (or components) of service quality; proposes a scale for measuring service quality (SERVQUAL) and suggests possible causes of service quality problems. The model's developers originally identified ten dimensions of service quality, but after testing and retesting, some of the dimensions were found to be autocorrelated and the total number of dimensions was reduced to five, namely - reliability, assurance, tangibles, empathy and responsiveness. These five dimensions are thought to represent the dimensions of service quality across a range of industries and settings. Among students of marketing, the mnemonic
1301:: A number of studies have reported that the five dimensions of service quality implicit in the model (reliability, assurance, tangibles, empathy and responsiveness) do not hold up when the research is replicated in different countries, different industries, in different market segments or even at different time periods. Some studies report that the SERVQUAL items do not always load onto the same factors. In some empirical research, the items load onto fewer dimensions, while other studies report that the items load onto more than five dimensions of quality. In statistical terms, the robustness of the factor loadings is known as a model's
1306:
context-sensitive modifications to the instrument in order to accommodate the unique aspects of the focal service setting or problem. However, it has also been hypothesised that the dimensions of service quality represented by the SERVQUAL research instrument fail to capture the true dimensionality of the service quality construct and that there may not be a universal set of service quality dimensions that are relevant across all service industries.
1237:: The model's developers tested and retested the SERVQUAL scale for reliability and validity. However, at the same time, the model's developers recommended that applied use of the instrument should modify or adapt them for specific contexts. Any attempt to adapt or modify the scale will have implications for the validity of items with implications for the validity of the dimensions of reliability, assurance, tangibles, empathy and responsiveness.
1293:: Some analysts have pointed out that the SERVPERF instrument, developed by Cronin and Taylor, and which reduced the number of questionnaire items by half (22 perceptions items only), achieves results that correlate well with SERVQUAL, with no reduction in diagnostic power, improved data accuracy through reductions in respondent boredom and fatigue and savings in the form of reduced administration costs.
116:
66:
25:
877:
1280:
demographics including: age, gender, occupation, educational attainment etc. then the average questionnaire will have around 60 items. In practical terms, this means that the questionnaire would take more than one hour per respondent to administer in a face-to-face interview. Lengthy questionnaires are known to induce
1305:
Across a wide range of empirical studies, the factors implicit in the SERVQUAL instrument have been shown to be unstable. Problems associated with the stability of the factor loadings may be attributed, at least in part, to the requirement that each new SERVQUAL investigation needed to make
1213:
Although the SERVQUAL instrument has been widely applied in a variety of industry and cross-cultural contexts, there are many criticisms of the approach. Francis Buttle published one of the most comprehensive criticisms of the model of service quality and the associated SERVQUAL instrument in 1996 in
837:
The SERVQUAL questionnaire has been described as "the most popular standardized questionnaire to measure service quality". It is widely used by service firms, most often in conjunction with other measures of service quality and customer satisfaction. The SERVQUAL instrument was developed as part of a
630:
paradigm, which, in simple terms, means that service quality is understood as the extent to which consumers' pre-consumption expectations of quality are confirmed or disconfirmed by their actual perceptions of the service experience. The SERVQUAL questionnaire was first published in 1985 by a team of
1200:
These are the five dimensions of service quality that form the basis of the individual items in the SERVQUAL research instrument (questionnaire). The acronym RATER, is often used to help students of marketing remember the five dimensions of quality explicitly mentioned in the research instrument. It
923:
When customer expectations are greater than their perceptions of received delivery, service quality is deemed low. When perceptions exceed expectations then service quality is high. The model of service quality identifies five gaps that may cause customers to experience poor service quality. In this
747:
service quality research for numerous industries and various geographical regions. In application, many researchers are forced to make minor modifications to the instrument as necessary for context-specific applications. Some researchers label their revised instruments with innovative titles such as
1270:
companies will do. Subtle use of words can elicit different types of expectations. Capturing true expectations is important because it has implications for service quality scores. When researchers elicit ideal expectations, overall service quality scores are likely to be lower, making it much more
1164:
Further testing suggested that some of the ten preliminary dimensions of service quality were closely related or autocorrelated. Thus the ten initial dimensions were reduced and the labels amended to accurately reflect the revised dimensions. By the early 1990s, the authors had refined the model to
1082:
The development of the model of service quality involved a systematic research undertaking which began in 1983, and after various refinements, resulted in the publication of the SERVQUAL instrument in 1988. The model's developers began with an exhaustive literature search in order to identify items
746:
The instrument which was developed over a five-year period; was tested, pre-tested and refined before appearing in its final form. The instrument's developers, Parasuraman, Zeithaml and Berry, claim that it is a highly reliable and valid instrument. Certainly, it has been widely used and adapted in
1310:
In spite of these criticisms, the SERVQUAL instrument, or any one of its variants (i.e. modified forms), dominates current research into service quality. In a review of more than 40 articles that made use of SERVQUAL, a team of researchers found that “few researchers concern themselves with the
1284:
which may have potential implications for data reliability. In addition, lengthy questionnaires add to the time and cost involved in data collection and data analysis. Coding, collation and interpretation of data is very time consuming and in the case of lengthy questionnaires administered across
659:
SERVQUAL is a multidimensional research instrument designed to measure service quality by capturing respondents’ expectations and perceptions along five dimensions of service quality. The questionnaire consists of matched pairs of items - 22 expectation items and 22 perceptions items - organised
1132:
means both informing customers in a language they are able to understand and also listening to the customers. A company may need to adjust its language for the varying needs of its customers. Information might include for example, explanation of the service and its cost, the relationship between
1249:
their pre-experience expectations. However, recall is not always accurate, raising concerns about whether the research design accurately captures true pre-consumption expectations. In addition, studies show that expectations actually change over time. Consumers are continually modifying their
1204:
Nyeck, Morales, Ladhari, and Pons (2002) stated that the SERVQUAL measuring tool “appears to remain the most complete attempt to conceptualize and measure service quality” (p. 101). The SERVQUAL measuring tool has been used by many researchers across a wide range of service industries and
650:
which forms the conceptual framework for the development of the scale (i.e. instrument or questionnaire). The instrument has been widely applied in a variety of contexts and cultural settings and found to be relatively robust. It has become the dominant measurement scale in the area of service
1279:
The matched pairs design of the questionnaire (total of 22 expectation items plus 22 perception items= 44 total items) makes for a very long questionnaire. If researchers add demographic and other behavioural items such as prior experience with product or category and the standard battery of
1146:
are the physical evidence of the service, for instance, the appearance of the physical facilities, tools and equipment used to provide the service; the appearance of personnel and communication materials and the presence of other customers in the service
1100:
is the possession of the required skills and knowledge to perform the service. For example, there may be competence in the knowledge and skill of contact personnel, knowledge and skill of operational support personnel and research capabilities of the
1258:: The way that expectations has been operationalised also represents a concern for theorists investigating the validity of the gaps model. The literature identifies different types of expectations. Of these, there is an argument that only
1113:
includes factors such as trustworthiness, belief and honesty. It involves having the customer's best interests at prime position. It may be influenced by company name, company reputation and the personal characteristics of the contact
1285:
large samples, the findings cannot be used to address urgent quality-related problems. In some cases, it may be necessary to carry out 'quick and dirty' research while waiting for the findings of studies with superior research design.
884:
Businesses use the SERVQUAL instrument (i.e. questionnaire) to measure potential service quality problems and the model of service quality to help diagnose possible causes of the problem. The model of service quality is built on the
1083:
that were believed to impact on perceived service quality. This initial search identified some 100 items which were used in the first rounds of consumer testing. Preliminary data analysis, using a data reduction technique known as
1139:
means making an effort to understand the customer's individual needs, providing individualized attention, recognizing the customer when they arrive and so on. This in turn helps to delight the customers by rising above their
889:
which suggests that consumers perceive quality in terms of their perceptions of how well a given service delivery meets their expectations of that delivery. Thus, service quality can be conceptualized as a simple equation:
625:
is a multi-dimensional research instrument designed to capture consumer expectations and perceptions of a service along five dimensions (originally ten) which are said to represent service quality. SERVQUAL is built on the
1250:
expectations as they gain experience with a product category or brand. In light of these insights, concerns have been raised about whether the act of experiencing the service might colour respondents' expectations.
1153:
is the ability to perform the promised service in a dependable and accurate manner. The service is performed correctly on the first occasion, the accounting is correct, records are up to date and schedules are
1221:: The model of service quality has its roots in the expectancy-disconfimation paradigm that informs customer satisfaction. A number of researchers have argued that the research instrument actually captures
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is the readiness and willingness of employees to help customers by providing prompt timely services, for example, mailing a transaction slip immediately or setting up appointments quickly.
928:
gap that can be directly measured. In other words, the SERVQUAL instrument was specifically designed to capture gap 5. In contrast, Gaps 1-4 cannot be measured, but have diagnostic value.
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On its introduction, the survey represented a breakthrough in the measurement methods used for service quality research. The diagnostic value of the instrument is supported by the
1091:) revealed that these items loaded onto ten dimensions (or components) of service quality. The initial ten dimensions that were believed to represent service quality were:
1679:
Cronin J.J., Steven, J. and Taylor, A., "SERVPERF versus SERVQUAL: Reconciling performance based and perceptions-minus-expectations measurement of service quality,"
1369:
1627:
Parasuraman, A., Zeithaml, V. A., Berry, L. L., "Reassessment of
Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research,"
82:
Please remove or replace such wording and instead of making proclamations about a subject's importance, use facts and attribution to demonstrate that importance.
651:
quality. In spite of the long-standing interest in SERVQUAL and its myriad of context-specific applications, it has attracted some criticism from researchers.
1107:
is the consideration for the customer's property and a clean and neat appearance of contact personnel, manifesting as politeness, respect, and friendliness.
75:
1584:
van Dyke, T.P., Kappelman, L.A. and
Prybutok, V.R., "Measuring Information Systems Service Quality: Concerns on the Use of the SERVQUAL Questionnaire",
1653:
Boulding, W., Kalra, A., Staelin, R. and
Zeithaml, V. A., "Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions,"
1445:
Lee, D., "HEALTHQUAL: a multi-item scale for assessing healthcare service quality," Service
Business, 2016; pp 1-26, doi:10.1007/s11628-016-0317-2
1807:
Deborah McCabe, Mark S. Rosenbaum, and
Jennifer Yurchisin (2007), “Perceived Service Quality and Shopping Motivations: A Dynamic Relationship,”
1467:
Based on
Parasuraman, A, Zeithaml, V. and Berry, L.L., "SERVQUAL: A Multiple- Item Scale for Measuring Consumer Perceptions of Service Quality'
1407:
Based on
Parasuraman, A, Zeithaml, V. and Berry, L.L., "SERVQUAL: A Multiple- Item Scale for Measuring Consumer Perceptions of Service Quality'
1757:
Nyeck, S., Morales, M., Ladhari, R., & Pons, F., "10 Years of
Service Quality Measurement: Reviewing the use of the SERVQUAL Instrument,"
1311:
validation of the measuring tool”. SERVQUAL is not only the subject of academic papers, but it is also widely used by industry practitioners.
1823:
1800:
Luis Filipe Lages & Joana Cosme
Fernandes, 2005, "The SERPVAL scale: A multi-item instrument for measuring service personal values",
1370:
https://www.researchgate.net/publication/225083802_SERVQUAL_A_multiple-_Item_Scale_for_measuring_consumer_perceptions_of_service_quality
1364:
Parasuraman, A, Ziethaml, V. and Berry, L.L., "SERVQUAL: A Multiple- Item Scale for
Measuring Consumer Perceptions of Service Quality",
609:
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Parasuraman, A, Zeithaml, V. and Berry, L.L., "SERVQUAL: A Multiple- Item Scale for Measuring Consumer Perceptions of Service Quality'
125:
1844:
1718:
Niedricha, R.W., Kiryanovab, E. and Black, W.C., "The Dimensional Stability of the Standards used in the Disconfirmation Paradigm,"
1519:
Based on Zeithaml, V.A., Berry, L.L. and Parasuraman, A., "Communication and Control Processes in the Delivery of Service Quality,"
988:
Difference between management's perceptions of customer expectations and the translation into service procedures and specifications
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97:
52:
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Oliver, R.L., Balakrishnan, P.V. S. and Barry, B., "Outcome Satisfaction in Negotiation: A Test of Expectancy Disconfirmation,"
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enables the customer to feel free from danger, risk or doubt including physical safety, financial security and confidentiality.
1325:
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Difference between the target market's expected service and management's perceptions of the target market's expected service
1493:
Zeithaml, V.A., Berry, L.L. and Parasuraman, A., "Communication and Control Processes in the Delivery of Service Quality,"
1480:
Caruanaa, A., Ewing, M.T and Ramaseshanc, B., "Assessment of the Three-Column Format SERVQUAL: An Experimental Approach",
1088:
1731:
Miller, R.E., Hardgrave, B.C. and Jones, R.W., "SERVQUAL Dimensionality: An investigation of presentation order effect,"
1266:. Note the wording in the questionnaire in the preceding figure which grounds respondents in their expectations of what
1839:
1571:
Souca, Ma. L., "SERVQUAL - Thirty years of research on service quality with implications for customer satisfaction", in
1096:
1854:
1849:
1205:
contexts, such as healthcare, banking, financial services, and education (Nyeck, Morales, Ladhari, & Pons, 2002).
1245:: SERVQUAL is designed to be administered after respondents have experienced a service. They are therefore asked to
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866:
640:
38:
1214:
which both operational and theoretical concerns were identified. Some of the more important criticisms include:
129:
257:
1705:
Lam, S. K and Woo, K. S., "Measuring Service Quality: A test-retest reliability investigation of SERVQUAL,"
1454:
Higgs, B., Polonsky M.J. and Hollick, M., “Measuring Expectations: Pre and Post Consumption: Does It Matter?”
838:
broader conceptualization of how customers understand service quality. This conceptualization is known as the
873:, an acronym formed from the first letter of each of the five dimensions, is often used as an aid to recall.
1770:
Asubonteng, P., McCleary, K.J. and Swan, J.E., "SERVQUAL revisited: a critical review of service quality",
1614:
Parasuraman, A.; Berry, Leonard L.; Zeithaml, Valarie A., "Understanding Customer Expectations of Service,"
1433:
Mahapatra, S.S. and Khan, M.S., "A Methodology for Evaluation of Service Quality Using Neural Networks," in
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1201:
is these five dimensions that are believed to represent the consumer's mental checklist of service quality.
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Parasuraman, A., Berry, L.L. and Zeithaml, V.A., "Refinement and Reassessment of the SERVQUAL scale",
1435:
Proceedings of the International Conference on Global Manufacturing and Innovation,' July 27–29, 2006
1126:
is approachability and ease of contact. For example, convenient office operation hours and locations.
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468:
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342:
322:
237:
201:
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Carman, J.M., "Consumer Perceptions of Service Quality: An assessment of the SERVQUAL dimensions,"
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415:
292:
232:
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Parasuraman, A., Berry, L.L., Zeithaml, V. A., "Understanding Customer Expectations of Service,"
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1335:
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571:
508:
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Cronin, J. J. and Taylor, S. A., "Measuring Service Quality: A Re-examination and Extension,"
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1229:. Other researchers have questioned the validity of conceptualising service quality as a gap.
862:
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332:
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267:
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751:, EDUQUAL (educational context), HEALTHQUAL (hospital context) and ARTSQUAL (art museum).
1340:
1084:
701:
The knowledge and courtesy of employees and their ability to convey trust and confidence
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440:
242:
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When excellent telephone companies promise to do something by a certain time, they do so
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the knowledge and courtesy of employees and their ability to convey trust and confidence
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Difference between service delivery intentions and what is communicated to the customer
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The appearance of physical facilities, equipment, personnel and communication materials
1184:
the appearance of physical facilities, equipment, personnel and communication materials
858:
632:
483:
1640:
Johnson, C. and Mathews, B.P., "The influence of experience on service expectations",
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services and costs and assurances as to the way any problems are effectively managed.
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Difference between service quality specifications and the service actually delivered
828:
Employees of excellent telephone companies will never be too busy to help a customer
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405:
44:
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The behaviour of employees in excellent banks will instill confidence in customers
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Differences in policies and procedures across branches or divisions of an entity
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Delivering Service Quality: Balancing Customer Perceptions and Expectations,
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five factors which in testing, appear to be relatively stable and robust.
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1816:
Measuring Service Performance – Practical Research for Better Quality.
1601:
Smith, A.M., "Measuring Service Quality: Is SERVQUAL now redundant?",
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are true expectations. Yet, the SERVQUAL instrument appears to elicit
792:
The behaviour of employees in the XYZ bank instils confidence in you.
688:
The ability to perform the promised service dependably and accurately
1172:
the ability to perform the promised service dependably and accurately
227:
1790:- Detailed instructions for administering the SERVQUAL questionnaire
876:
1471:
Vol. 62, no. 1, 1988, [Appendix: SERVQUAL questionnaire, pp 37-40
875:
815:
Excellent banks will have operating hours convenient to customers
755:
Examples of matched pairs of items in the SERVQUAL questionnaire
390:
370:
802:
Excellent telephone companies will have modern looking equipment
740:
The willingness to help customers and to provide prompt service
1196:
the willingness to help customers and to provide prompt service
1744:
Ladhari, R., "A review of twenty years of SERVQUAL research",
1190:
the provision of caring, individualized attention to customers
748:
727:
The provision of caring, individualized attention to customer
109:
59:
18:
919:
is the individual's expectations of a given service delivery
1575:, , Cluj-Napoca: Babes Bolyai University, 2011, pp 420 -429
1545:
Buttle, F., "SERVQUAL: Review, Critique, Research Agenda",
136:
1271:
difficult for marketers to deliver on those expectations.
913:
is the individual's perceptions of given service delivery
1560:
Satisfaction: A Behavioural Perspective on the Consumer
1209:
Criticisms of SERVQUAL and the model of service quality
779:
XYZ company provides its services at the promised time
1746:
International Journal of Quality and Service Sciences,
1063:
Inadequate communications between sales and operations
1642:
International Journal of Service Industry Management,
1508:
Organizational Behavior and Human Decision Processes,
853:
The model of service quality, popularly known as the
1256:
Operational definition of the expectations construct
924:model, gap 5 is the service quality gap and is the
1733:International Journal of Services and Standards,
1588:Vol. 21, No. 2, 1997, pp. 195-208, <Online:
993:Lack of management commitment to service quality
857:, was developed by a group of American authors,
1420:Zeithaml, V., Parasuraman, A. and Berry, L.L.,
1368:, Vol. 62, no. 1, 1985, pp 12-40 <online:
932:Summary of Gaps with Diagnostic Indications
831:XYZ employees are never too busy to help you
603:
8:
643:, to measure quality in the service sector.
1735:Vol. 7, no. 1 DOI: 10.1504/IJSS.2011.040639
631:academic researchers in the United States,
76:promotes the subject in a subjective manner
53:Learn how and when to remove these messages
1456:Journal of Retailing and Consumer Services
1060:Poor communication with advertising agency
610:
596:
188:
139:. Please do not remove this message until
805:XYZ company has modern looking equipment
177:Learn how and when to remove this message
159:Learn how and when to remove this message
98:Learn how and when to remove this message
1707:Journal of the Market Research Society,
1573:Marketing - from Information to Decision
930:
818:XYZ bank has convenient operating hours
753:
662:
135:Relevant discussion may be found on the
1411:Vol. 62, no. 1, 1988, p. 22, 25 and 29
1357:
1078:Development of the instrument and model
191:
1818:Farnham, Routledge, pp. 147–149.
1562:, Boston, MA, Irwin McGraw-Hill, 1996
1484:, Vol. 49, no. 1, July 2000, pp 57–65
996:Employee perceptions of infeasibility
880:A simplified model of service quality
7:
1683:Vol. 58, January, 1994, pp. 125-131
1022:Technical breakdowns or malfunctions
1590:https://www.jstor.org/stable/249419
1510:Vol. 60, no. 2, 1994, Pages 252-275
1291:Administration of the questionnaire
1243:Ambiguity of expectations construct
73:This article contains wording that
1605:, Vol 11, no. 1, 1995, pp 257-276
78:without imparting real information
14:
1057:Lack of horizontal communications
34:This article has multiple issues.
1709:Vol. 39, no. 2, 1997, pp 381-396
1631:Vol. 58 January 1994, pp 111–124
1618:Vol. 32, no. 3, 1991, pp 39 - 48
1603:Journal of Marketing Management,
1549:, Vol. 30, no. 1, pp. 8-32 1996
1385:, Vol. 67, no. 4, 1991, pp 57-67
970:Inadequate upward communications
887:expectancy–confirmation paradigm
114:
64:
23:
1804:Vol.58, Issue 11, pp 1562–1572.
1670:Vol. 56, no. 3, 1992, pp 55-68.
1523:Vol. 52, No. 2, 1988, pp. 35-48
1497:Vol. 52, No. 2, 1988, pp. 35-48
1002:Inadequate task standardisation
967:Insufficient marketing research
42:or discuss these issues on the
1772:Journal of Services Marketing,
1722:Vol. 81, no. 1, 2005, pp 49–57
1655:Journal of Marketing Research,
1326:Customer satisfaction research
672:No. of Items in Questionnaire
1:
1809:Services Marketing Quarterly,
1802:Journal of Business Research,
1774:Vol. 10, no 6, 1996, pp 62-81
1547:European Journal of Marketing
1089:principal components analysis
973:Too many layers of management
1657:Vol. 30, no 1, 1993, pp 7-27
1482:Journal of Business Research
1398:Vol. 62, no. 1, 1988, p. 25
1037:Poor supervision or training
849:The model of service quality
1536:Vol. 32, no. 3, 1991, p. 39
664:Summary of SERVQUAL items
141:conditions to do so are met
1871:
1761:Vol. 7, no 13, pp 101-107.
1748:Vol. 1 no. 2, pp.172 - 198
1424:N.Y., The Free Press, 1990
628:expectancy–disconfirmation
534:Promotional representative
1069:Propensity to overpromise
1028:Lack of perceived control
842:or more popularly as the
763:Sample expectations item
736:
723:
710:
697:
684:
1845:Knowledge representation
1644:Vol. 8 no. 4, pp 290-305
1616:Sloan Management Review,
1534:Sloan Management Review,
1025:Role conflict/ ambiguity
840:model of service quality
766:Sample perceptions item
648:model of service quality
1681:Journal of Marketing,
1331:Disconfirmed expectancy
1299:Dimensional instability
1048:The Communications Gap
999:Inadequate goal setting
529:Promotional merchandise
514:Out-of-home advertising
303:Account-based marketing
1759:Cuadernos de Difusion,
1458:, vol. 12, no. 1, 2005
1303:dimensional stability.
881:
338:Horizontal integration
16:Service quality metric
1788:SERVQUAL Instructions
1720:Journal of Retailing,
1694:Journal of Retailing,
1668:Journal of Marketing,
1629:Journal of Marketing,
1521:Journal of Marketing,
1495:Journal of Marketing,
1469:Journal of Retailing,
1409:Journal of Retailing,
1396:Journal of Retailing,
1321:Customer satisfaction
1277:Questionnaire length:
1260:forecast expectations
1031:Poor employee-job fit
879:
524:Product demonstration
376:Corporate anniversary
1383:Journal of Retailing
1366:Journal of Retailing
1137:Knowing the customer
1034:Poor technology- fit
749:LibQUAL+ (libraries)
539:Visual merchandising
469:Behavioral targeting
343:Vertical integration
323:Influencer marketing
1840:Marketing analytics
1814:Ralf Lisch (2014).
1696:Vol. 66, no 1, 1990
984:The standards Gap
933:
863:Valarie A. Zeithaml
756:
665:
489:In-game advertising
479:Display advertising
355:Promotional content
128:of this article is
1855:Services marketing
1850:Quality management
1346:Services marketing
1336:Quality management
1282:respondent fatigue
1264:ideal expectations
1235:Construct validity
958:The Knowledge Gap
931:
907:is service quality
882:
754:
663:
572:Marketing research
509:Online advertising
499:Native advertising
494:Mobile advertising
446:Sex in advertising
263:Consumer behaviour
1824:978-1-47241-191-4
1075:
1074:
1013:The Delivery Gap
943:Brief description
835:
834:
744:
743:
620:
619:
582:Consumer research
463:Promotional media
451:Underwriting spot
426:Product placement
406:On-hold messaging
396:Loyalty marketing
313:Product marketing
308:Digital marketing
187:
186:
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169:
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108:
107:
100:
57:
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1811:29 (1), pp 1–21.
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577:Mystery shopping
474:Brand ambassador
411:Personal selling
401:Mobile marketing
381:Direct marketing
366:Ambush marketing
333:Annoyance factor
318:Social marketing
268:Consumer culture
248:Brand management
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1170:Reliability:
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293:Segmentation
218:Distribution
212:Key concepts
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37:
36:Please help
33:
1151:Reliability
1111:Credibility
844:gaps model.
772:Reliability
681:Reliability
675:Definition
386:Franchising
361:Advertising
328:Attribution
253:Co-creation
1834:Categories
1352:References
1182:Tangibles:
1176:Assurance:
1114:personnel.
1097:Competence
894:SQ = P − E
855:gaps model
760:Dimension
669:Dimension
544:Web banner
431:Propaganda
238:Activation
202:Management
126:neutrality
39:improve it
1268:excellent
1147:facility.
1144:Tangibles
867:Len Berry
798:Tangibles
785:Assurance
707:Tangibles
694:Assurance
504:New media
436:Publicity
288:Promotion
273:Dominance
193:Marketing
149:July 2019
137:talk page
88:July 2019
45:talk page
1315:See also
1188:Empathy:
1118:Security
1105:Courtesy
655:Overview
623:SERVQUAL
561:Research
416:Premiums
371:Branding
298:Strategy
130:disputed
811:Empathy
720:Empathy
233:Service
223:Pricing
1822:
1247:recall
1124:Access
899:where;
421:Prizes
283:Ethics
228:Retail
1154:kept.
1045:Gap 4
1010:Gap 3
981:Gap 2
955:Gap 1
871:RATER
391:Label
1820:ISBN
1592:>
1372:>
926:only
865:and
639:and
123:The
938:Gap
1836::
905:SQ
861:,
737:4
724:5
711:4
698:4
685:5
635:,
48:.
1826:.
917:E
911:P
611:e
604:t
597:v
180:)
174:(
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156:(
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95:(
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51:(
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