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.

Response format

Two-section Likert (1–7): expectations section and perceptions section; gap score = perception minus expectation per item

Scale items

Tangibles — physical facilities, equipment, and appearance of personnel (Likert 1–7, strongly disagree to strongly agree)

• [Company] has up-to-date equipment.
• [Company's] physical facilities are visually appealing.
• [Company's] employees are well dressed and appear neat.
• The appearance of the physical facilities of [company] is in keeping with the type of services provided.

Reliability — ability to perform the promised service dependably and accurately

• When [company] promises to do something by a certain time, it does so.
• When you have a problem, [company] shows a sincere interest in solving it.
• [Company] performs the service right the first time.
• [Company] provides its services at the time it promises to do so.
• [Company] insists on error-free records.

Responsiveness — willingness to help customers and provide prompt service

• [Company] keeps customers informed about when services will be performed.
• Employees of [company] give you prompt service.
• Employees of [company] are always willing to help you.
• Employees of [company] are never too busy to respond to your requests.

Assurance — knowledge and courtesy of employees and their ability to inspire trust

• The behaviour of employees of [company] instils confidence in customers.
• You feel safe in your transactions with [company].
• Employees of [company] are consistently courteous with you.
• Employees of [company] have the knowledge to answer your questions.

Empathy — caring, individualised attention the firm provides its customers

• [Company] gives you individual attention.
• [Company] has operating hours convenient to all its customers.
• [Company] has employees who give you personal attention.
• [Company] has your best interests at heart.
• Employees of [company] understand your specific needs.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Score each of the 22 items in both expectation and perception sections; service quality = mean of (P – E) gap scores per dimension. Negative gap = quality shortfall. Widely critiqued for double-administration burden; SERVPERF (perceptions only) is a psychometrically superior alternative for many contexts.

Recommended companion scales

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.

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