SERVPERF

What it measures

A performance-only reformulation of SERVQUAL that measures service quality as consumer perceptions of actual service performance, without the paired expectations component. Cronin & Taylor argued that the gap (perception minus expectation) scoring of SERVQUAL was psychometrically inferior to perceptions-only measurement, and that SERVPERF better captures the service quality construct and predicts satisfaction and purchase intentions more strongly. SERVPERF uses identical items to SERVQUAL but administers only the perception half of each pair — halving respondent burden and eliminating conceptual problems with expectations measurement. It has largely superseded SERVQUAL as the preferred operationalisation in hospitality, tourism, and services marketing research.

Representative items

• XYZ Company has modern-looking equipment. (Tangibles)
• The physical facilities at XYZ are visually appealing. (Tangibles)
• When XYZ Company promises to do something by a certain time, it does so. (Reliability)
• XYZ Company performs the service right the first time. (Reliability)
• Employees in XYZ Company give you prompt service. (Responsiveness)

Citation

Cronin, J.J., Jr., & Taylor, S.A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68.