Service Quality Measurements in a Developing Economy

Abstract

The relative practicality and usefulness of alternative measures of service quality is being debated in the marketing literature. This research tests measuring performance perceptions only (SERVPERF) against measuring customer expectations and performance (SERVQUAL) in the context of a developing economy. In addition, both SERVPERF and SERVQUAL scores are weighted with measurements of the importance of service attributes to customers. Findings confirm that SERVPERF and SERVQUAL each contribute different valuable information; however, weighting the measures adds no new information.     

Comparing Alternative Service Quality Scales: An Investigation Using Confirmatory Factor Analysis in a Health Care Setting

Despite the availability of several domain-specific instruments and its obvious drawbacks, it is interesting that the SERVQUAL scale is still used in health care settings. For this reason, the main aim of this study was to compare two different service quality scales in a health care setting. We compared the fit of the SERVQUAL model with a domain-specific model through confirmatory factor analysis using AMOS. The results showed that the domain-specific scale was superior to SERVQUAL within the context of a health care environment. We believe that using/modifying a generalized scale is not a good approach when we have domain-specific alternatives available.     

The Dimensions of Service Quality: The Original European Perspective Revisited

The early pioneers of services marketing in Europe, especially the Nordic School, argued that service quality consists of two or three underlying dimensions. Lehtinen and Lehtinen [1985] referred to physical and interactive quality while Christian Grönroos [1984] identified a technical dimension, a functional dimension and the firm's image as a third dimension. In later years, Parasuraman, Zeithaml and Berry [1988] published empirical evidence from five service industries which suggested that five dimensions more appropriately capture the perceived service quality construct. This study uses an exploratory factor analysis approach to investigate the empirical factor structure of the SERVQUAL instrument developed by Parasuraman et al. [1988] to measure perceived service quality. Based on the results of five exploratory analyses performed on five SERVQUAL data sets, a model for SERVQUAL is proposed. It suggests that the SERVQUAL difference scores are measures of two factors termed ‘intrinsic’ and ‘extrinsic’ service quality. The model is then fitted to the SERVQUAL data obtained from five samples of clients who evaluated the services of five service industries or companies by means of confirmatory factor analysis. The results of this study provide empirical support for the European authors who, in the early 1980s, argued that service quality perceptions are largely determined by two (rather than five) dimensions.     

An Empirical Study of Servqual's Dimensionality

This paper describes a scale, called SERVQUAL, which measures Service Quality. First, the scale's conceptual framework and the steps of its development are described. Second, criticisms arising from several replication studies of SERVQUAL are reviewed. The last part focuses on the dimensionality of the scale. Do the 22 items of the SERVQUAL scale clearly evoke, in the clients’ mind, the five Service Quality dimensions defined by Parasuraman et al. [1988]? An empirical study shows that one dimension, ‘Tangibles’, is clearly perceived followed by ‘Empathy’. The three other dimensions, ‘Reliability’, ‘Insurance’ and ‘Responsiveness ', are confused in the client's mind.     

百货店店铺印象中的服务要素测量研究

服务要素的测量是研究服务密集型零售业态店铺印象的关键环节。以往的服务要素测量以SERVQUAL中服务要素为主,但SERVQUAL量表的服务要素是否适合测量百货店店铺印象,需要进一步证实。本研究在原有SERVQUAL量表的基础上,对百货店店铺印象中服务要素进行相应的扩充和修改,通过EFA和CFA分析,对其进行实证检验。结果表明,百货店服务要素分为有形性、便利性、响应性、移情性和可靠性。而且,我国消费者对百货店的服务要素认知越来越细化,越来越注重娱乐性服务项目,因此百货店的服务要尽量使消费者体会更多的愉悦感。     

Management of perceptions of information technology service quality

The present study evaluates the perception gaps of service quality between information technology (IT) service providers and their clients. IT services require high investments, which make analyzing its effectiveness increasingly important. To do this analysis, this study uses the instrument SERVPERF of the SERVQUAL model. The research took place in a large Brazilian retail bank, which identified gaps in perceptions between IT service providers and its clients. The findings suggest opportunities for improvement in the quality of IT services from a strategic alignment perspective, particularly in the following dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The study also indicates some enhancements for the SERVQUAL model.     

Explore how Chinese consumers evaluate retail service quality and satisfaction

The present study explores how Chinese consumers evaluate retail service quality and satisfaction. A questionnaire including items from SERVQUAL and RSQS was developed and administrated to a random sample of 556 Chinese consumers based on a literature review of retail service quality. The results of confirmatory factor analyses showed that neither SERVQUAL nor RSQS was able to fit the collected data appropriately. Employing exploratory and confirmatory factor analyses, a four-factor higher-order retail service quality model, ReServQual, in which interaction and trustworthiness, store environment, understanding the consumers, and policy were key dimensions, was identified. The current study contributes to the literature on service business research by reexamining and extending the existing service quality models in the Chinese context. Global and regional retailers should realize that consumers’ perceptions are country specific.     

An alternative measure for assessing perceived quality of software house services

Since the notion of perceived service quality and the disconfirmation paradigm were introduced in the IS community, quite a few studies have employed the SERVQUAL scale to measure perceived service quality. However, the instrument's psychometric properties have been seriously questioned, not only within the IS domain but also in many other contexts in which it has been tested. Yet, so far, no attempt has been made to develop and validate an alternative instrument specifically tailored to tackle the provision of b2b services such as those pertaining to MIS design and maintenance, despite the fact that quite a few researchers have made clear the need for doing so. Responding to this gap, the present study reports the results of an effort to validate INDSERV, an alternative to SERVQUAL. According to the findings, when slightly attuned by collapsing two specific dimensions into a single one, INDSERV outperforms SERVQUAL in all tests performed regarding dimensionality, reliability, convergent and discriminant validity as well as in concurrent validity.     

Modelling and Investigating the relationship of after sales service quality with customer satisfaction,retention and loyalty – A case study of home appliances business

After sales services (ASS) are activities that take place after the purchase of the product by customers and are devoted to supporting customers in the use and disposal of goods. ASS can create sustainable relationships with customers and contribute significantly to customer satisfaction. The purpose of this study is to evaluate the ASS quality by measuring the level of customer satisfaction (CS), customer retention (CR) and customer loyalty (CL) through the SERVQUAL dimensions comprising of ASS attributes and also to check which such ASS-based dimensions of SERVQUAL needs to be focused more on improving the quality of ASS with the consideration of firms involved in manufacturing the home appliances. For this purpose research models were proposed to examine the influence of ASS attributes on CS, CR and CL for three different products such as Gas Stove, Water Purifier and Mixer Grinder from the home appliances sector and tested by multiple regression analyses on data collected through the structured survey questionnaire, with a five-point Likert scale. The study has demonstrated the application of multiple regression analysis in studying the influence of ASS attributes on CS, CR and CL, and the results of the study have helped in analysing the performance of the case companies so as to devise suitable strategies in improving CS, CR and CL.     

Measuring service quality of travel agents: evidence from Northern Cyprus

Service quality delivered by travel agents in Northern Cyprus was examined using a SERVQUAL scale. The translated instrument was purified using an item-categorisation technique and administered to 337 current users of travel agents in the region. Expectations and performance (SERVPERF) scores indicated that respondents were concerned most with the efficiency and least with the personalisation of the services offered. The largest service gaps were identified with the ‘modern’ appearance of the service and service-scape, and the smallest with interpersonal qualities of service. Multiple regression showed promptness, empathy, efficiency and service-scape aesthetics to be the main determinants of customer satisfaction. SERVPERF scores gave a better prediction of overall satisfaction and showed marginally better reliability and validity than those from which expectations were subtracted. Instead of the predicted SERVQUAL five-factor solution, factor analysis showed an underlying uni-dimensionality that is consistent with the findings of other authors. Possible management actions suggested by the findings are discussed in the context of the small business environment in Northern Cyprus.     

A correlated uniqueness model of service quality measurement among users of cloud-based service platforms

This research furthers understanding of whether consumers of cloud-based service platforms can distinguish between gap theory dimensions (i.e., expectation and performance) on these platforms. We build upon and extend the work of (Natesan and Aerts, 2016) by applying confirmatory factor analysis on gap scores from survey data to develop and test an improved approach of measuring service system quality in cloud-based service platforms. Using the IS-adapted SERVQUAL instrument, we apply the correlated uniqueness model, which is part of the multitrait-multimethod (MTMM) framework, to evaluate the validity of using GAP scores and account for the effect of the method. There is significant support for method effects as shown by our suggested model paths in the trait convergent validity model with medium-large factor coefficients. Additionally, the fit of the correlated uniqueness model indicates respondents can distinguish between the gap theory dimensions of the IS-adapted SERVQUAL instrument. The praxis of service quality measurement could benefit by using our measurement approach of incorporating error correlations.     

Verifying alternative measures of the service-quality construct: consistencies and contradictions

Abstract

Since the role of service quality for organisational survival and success is of outmost importance, its measurement is still receiving increased attention. SERVQUAL and its alternative measures, namely, SERVPERF, weighted SERVQUAL, and weighted SERVPERF, are the most widespread in the service-quality literature. Yet, research has not concluded regarding the relative superiority of any of these measures. The present study compares all four alternatives within the auto-repair industry in Greece. Based on data from 1043 customers, overall results are in line with previous studies, confirming the multidimensionality of the service-quality construct and the five-factor SERVPERF pattern. In disagreement with previous studies, findings show that the importance-weighted SERVPERF scale provides the greatest diagnostic information. Furthermore, significant variation was found in the predictive validity of the measures.     

Methods for determining areas for improvement based on the design of customer surveys

Many firms conduct satisfaction surveys of their customers, with a view to using the analyzed results to identify areas of potential improvement. The weakness in this approach is that attributes with a lower satisfaction level might not be in need of improvement. They might merely be of little concern to customers. The present research develops several methods to identify areas that do require improvement. These methods include the importance–satisfaction (I–S) model, the improvement index, the quality-improvement index, the SERVQUAL survey, Kano's model, the extent of satisfaction, and the extent of dissatisfaction. An integrated model of service-quality measurement is used to cover all the customer surveys required for an international certification service company. In the case study, valuable information of various kinds is obtained from an analysis of the customer surveys. On the basis of this information, the firm can make appropriate decisions on areas for improvement, which are significantly different from those identified on the basis of a simple satisfaction survey.     

Structural Equation Test of Service Quality Dimensions on the Relationship Quality Construct: Evidence from an Emerging Telecom Market

While the subjects of “relationship quality” and “service quality” are well-researched and understood, a clear explanation of the exact relationship that exists between these two important themes is lacking. In a departure from previous service quality studies, this article uses a conservative measure of SERVQUAL to explore the diagnostic structure of service quality. Next, it investigates the structural behavior of service quality dimensions on the relationship quality construct within an emerging telecom market through a dual-lens theoretical viewpoint. The findings show that, in an emerging telecom market, the dimensional structure of SERVQUAL does not completely match with the result previously generated by the originators. It also demonstrates that by improving some quality indicators, a service provider is better positioned to improve relationship quality. In addition, this article challenges the existing tenet of the S-O-R framework by demonstrating that stimulus factors can directly predict the response factor and that the response variable can play a dual role in the S-O-R arena. Finally, implications and contributions are outlined.     

Measuring the Perceived Quality of Professional Business Services

Professional firms serving business clients are recognizing the need for improved quality services. Unfortunately, measures of professional service quality have proven difficult to develop. This paper reports on the use of SERVQUAL, an instrument commonly used to assess consumer perceptions of service quality. This instrument was employed with a sample of business owners who were asked to rate the quality of service received from their accounting firm. Although several dimensions of the scale proved useful, additional quality related factors emerged from the analysis.     

A Typology for Evaluating Branch-Level Perceptions of Internal Customer Management Processes within the UK Clearing Banks

Since the late 1980, the UK Clearing Banks have faced growing criticism over the quality of their finanical services. Advantages may exist in using internal marketing to ensure closer integration of multiple functions across all departments. Although adoption of an internal marketing philosophy may improve the quality of services delivered to both internal and external customers, it appears that there are few paradigms available which can be used by bankers seeking to introduce the concept into their organisation. By applying a quasi-ethnographic approach, a qualitative internal customer management model was developed based on the Peters and Waterman 7s framework to describe the factors influencing internal customer relationship which exist between branches and other departments within a bank. To determine if the model could be used to evaluate branch-level perceptions of internal customer management practices, a survey was undertaken using a modifed version of the Parasuraman SERVQUAL model. The responses suggest that possible actions to establish a stronger internal customer orientation may include altering prevailing management styles, restructuring, redirecting operational strategies away from excessive emphasis on technical efficiency and improving understanding of internal customer needs. Although the study indicates that the SERVQUAL tool can be used to examine internal customer service processes within the financial services sector, there is still only anecdotal evidence that stronger internal customer chains will enhance organisational performance. Further research is needed to validate claims that there are favourable cost/benefit outcomes to be exploited by strengthing internal customer management practices. For bankers who are convinced that changing internal organisational processes may enhance the quality of services delivered to external customers, then a process flow model is presented of a possible approach for evaluating and implementing changes necessary to create a stronger internal customer orientation within their organisation.     

Scale modification: alternative approaches and their consequences

Important marketing scales such as SERVQUAL are often adapted for use in a particular applied/theory-testing context and/or refined using some statistical method, assuming the resultant scale will have improved psychometric properties for a particular application. However, little attention has been paid to the consequences of how scale modifications are made, the criteria that are used to assess how well a modified scale performs, and whether scale modification is in fact worthwhile. To investigate these issues, we review approaches to scale modification, select an influential marketing scale and use context, and then examine the effects of the different scale modification approaches on which items are included in the refined scale. We then cross-validate the psychometric performance of the resulting scales using criteria that reflect the multiple purposes to which a scale can be applied. The results show approaches that leads to a more reliable scale for one purpose (e.g., segmentation) can be far less adequate for another purpose (e.g., benchmarking).     

A service quality measurement derived from the theory of needs

A literature review has indicated that a majority of researchers tend to define quality as meeting customers' needs. This study therefore attempts to develop a new service quality instrument called SQ-NEED based on Maslow's theory of needs. The results from the empirical analysis suggest that the SQ-NEED not only has a sound theoretical basis, but also possesses a reasonable reliability and validity. Moreover there is significant evidence to show that SQ-NEED performs better in this study than SERVQUAL for services directed at people and providing intangible actions.     

我国房地产经纪业服务质量评价研究

为了清楚了解我国房地产经纪业的服务质量现状,以SERVQUAL模型为基础,开发出了衡量我国房地产经纪业服务质量的量表,并利用该量表对我国房地产经纪业的服务质量进行评价。研究结果表明,我国房地产经纪服务业为顾客提供的服务质量较低,主要体现在信号显示机制不健全、服务过程质量与服务效用差三方面。