SERVQUAL

What it measures

The most widely cited service quality measure. The gap model computes service quality as the difference between consumer expectations and perceptions of actual service delivery across five dimensions. Foundational to services marketing research and practice. Despite methodological debate, it remains the dominant framework for measuring service quality.

Representative items

• Excellent service companies will have modern-looking equipment. (Tangibles — Expectations)
• This company's employees are consistently courteous with you. (Assurance — Perceptions)
• When this company promises to do something by a certain time, it does so. (Reliability — Perceptions)
• Employees of this company give you prompt service. (Responsiveness)
• This company gives you individual attention. (Empathy)

Citation

Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.