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 model, gap 5 is the service quality gap and is the only gap that can be directly measured.
In contrast, Gaps cannot be measured, but have diagnostic value. The development of the model of service quality involved a systematic research undertaking which began in , and after various refinements, resulted in the publication of the SERVQUAL instrument in This initial search identified some items which were used in the first rounds of consumer testing.
Preliminary data analysis, using a data reduction technique known as factor analysis also known as principal components analysis 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:. 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 s, the authors had refined the model to five factors which in testing, appear to be relatively stable and robust. The acronym RATER, is often used to help students of marketing remember the five dimensions of quality explicitly mentioned in the research instrument.
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 in which both operational and theoretical concerns were identified. From Wikipedia, the free encyclopedia.
Marketing Marketing Marketing Management Key concepts. Behavioral targeting Brand ambassador Broadcasting Display advertising Drip marketing In-game advertising Mobile advertising Native advertising New media Online advertising Out-of-home advertising Point of sale Printing Product demonstration Promotional merchandise Publication Visual merchandising Web banner Word-of-mouth. Balancing Customer Perceptions and Expectations, N. Pre and Post Consumption: T and Ramaseshanc, B. Journal of Marketing Management, [Special Issue: Marketing in the Services Sector], Vol 11, no.
Reconciling performance based and perceptions-minus-expectations measurement of service quality," Journal of Marketing, Vol. K and Woo, K. An investigation of presentation order effect," International Journal of Services and Standards, Vol. During the late eighties and very early nineties the SERVQUAL scale was advantageous to managers of organisations as it was easy to use, as well as being the first qualitative method to measure service quality.
The scale has also been tested by McKay in Canadian municipal parks, and he was able to extract the same five dimensions as Parasuraman et al , confirming the reliability of the scale. They found that it is still a valid and reliable model with which to evaluate service quality provided by travel agencies Brady and Robertson, The SERVQUAL scale focuses on the fifth service quality gap, which is the discrepancy between customer expectations and their perceptions of the service delivered; when customer expectations are greater than perceptions.
Parasuraman et al believed that by using their performance minus expectations theory, they would be able to analyse and close this gap. Managers and employees would know what the customer requirements were and therefore they could establish a plan to close the gap. Once the plan of action had been in place for a certain amount of time they would conduct the study again to see if they were any closer to closing the service quality gap Parasuraman et al This was a good plan as it allows an organisation to see how far away they are from closing the service quality gap.
If the research is conducted again and the results are more positive then the organisation knows they are heading in the right direction. However, if the results are negative then the organisation knows that the plan they have implemented needs to be altered.
Chellaudri et al were one of the first researchers to evaluate service quality in fitness centres as they developed The Scale of Attributes of Fitness Services SAFS. Parassuraman et al criticised the SAFS scale by suggesting that it had a lack of structure, and it was confusing as to what in particular was being measured.
Also, the wordings of the dimensions were not clear, which in turn questions the scales validity and reliability. If the wording is not clear to the customers then the investigator may think he is measuring one thing when in fact the customer has interpreted the question in another way.
Parasuraman et al suggested the new and improved SERVQUAL scale was the way forward as it was the superior scale to use when measuring service quality across numerous industries. Carman admitted that the SERVQUAL model has good stability; however the five dimensions stated are not always generic, as the dimensions will alter depending on the organisation being surveyed. Even when the expectations are taken before a service has been delivered there is still no relationship between one another.
Although the use of the performance minus expectations gap score is naturally appealing and theoretically sensible, the ability of these scores to provide extra information beyond that which is present in the perception component of service quality scale is under doubt Carmon, They also found that the distribution of SERVQUAL scores was not normal, and the scale also failed to achieve discriminant validity from its components.
They recommended that the scale can serve as a template for other researchers to use in their investigation of recreational service quality. They found that 28 of the 30 items scored negatively, therefore the perceptions did not meet the customer expectations.
Although they state the scale may be useful, it will still cause the fitness centre problems as customer expectations always seem to be higher than their perception. Consumers always want the best; therefore the managers of fitness centres will have difficulty in improving these scores and providing the perfect service for each customer. After consumers have experienced a service, their attitudes about the service quality may alter over a certain period of time and can change their future attitudes.
For example, just after a person has experienced a holiday they may think it was average or below average but as the person looks back over a period of time then they may feel that it was an enjoyable experience.
So the perception of services can interestingly change over a period of time. This will allow greater feedback as more customers will be willing to answer the questions as there is a reduction in time taken to complete the questionnaires. Another benefit is that the results gained from measuring customer perceptions only are more relevant and meaningful as it is discovered straight away what the customers thought of the service.
However, several authors will argue the fact that measuring customers expectations are still important Parasuraman et al ; Gronroos ; Bopp The debate between the two scales has been continuous. They stated that although Cronin and Taylor suggest that there is little empirical evidence to support the theory of perceptions minus expectations gap, many researchers have supported this theory Crompton and Mckay ; Gronroos, Cronin and Taylor responded to the arguments made by Parasuraman et al and suggest that they are not the only researchers to challenge the SERVQUAL model and many others have found faults in the model Grewal and Brown, ; Hartline and Ferrell, Cronin and Taylor strongly believe that their scale is valid, reliable and very useful in measuring service quality and consumer attitudes.
The fitness centres in Korea at this time were gradually increasing, as demand was increasing. Consequently, the managers of fitness centres wanted to know what customers in this new field required so they could implement it in their fitness centre and gain a competitive advantage over existing and new competitors. A variety of different models and tools have been assessed in the literature review. Although other models have been proposed which directly measure service quality in fitness centres they have not received the same support that the SERVPERF scale has.
Design/methodology/approach – The paper critically examines various service quality models on the basis of review of literature. The main objective of this critical review is to identify the linkage between them and highlight the area for further research in order to develop one standardised measurement model of service quality.
Design/methodology/approach – The paper critically examines 19 different service quality models reported in the literature. The critical review of the different service quality models is intended to derive linkage between them, and highlight the area for further research.
the quality of services delivered. This study focused on the service quality models. The methodology of this study was to review the existing service quality models in chronologic order. In discussion part, the dimensions of the models were examined and three main groups that consist of service quality dimensions were obtained. Service quality literature is based on product quality literature (Brady & Cronin, a) but scientists introduced and developed lots of other models for service quality that are specifically for service industry.
Service quality literature is predominantly concerned with the customer's perspective; there is a scarcity in the amount of research concerning the staff's perspective: 'â€¦there is something of a paucity of published research on the support staff's perspective' (Reynoso, and Moores , p). LITERATURE REVIEW Researchers believe that the service quality theory is based on the literature of customer satisfaction and product quality (Brady & Cronin, ). There are many service quality models but scientists are not of one mind about these models and measurements.