An Exploration of the Components of Service Quality

1473 Words Jan 28th, 2018 6 Pages
Crosby (1979) described goods quality as to reach or exceed standards. Garvin (1983) suggested that goods quality could be evaluated by the incidence number of failures which occur either before a product leaves the factory or after a unit is set up in the field. Compared with the discussions on goods quality, service quality had been explored rarely then (e.g., Sasser, Olsen & Wyckoff, 1978; Gronroos, 1982; Lewis & Booms, 1983).

Parasuranman et al (1985) is one of the cornerstone studies of service quality, which gave the definition of service quality as the discrepancy between customers’ expectation for service and their perceptions of service performance they receive. The three authors further developed a comprehensive measurement set of service attributes called SERVQUAL. An appliance repair and maintenance firm, several retail banks, a long-distance telephone provider, a securities broker, and credit card companies. ERVQUAL is a 22-item scale which measures service quality from five perspectives; reliability, responsiveness, assurance, empathy, and tangibles (Parasuraman et al, 1988). SERVQUAL has been widely used as criteria of evaluating service quality (e.g., Reidenbach & Sandifer-Smallwood, 1990; Tan & Pawitra, 2001; Markovic & Raspor, 2010). Zeithaml et al (1990, p. xi) applauded…

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