Consumer evaluation perspectives of service quality: evaluation factors and two-way model of quality

Abstract A two-part investigation of service quality is made to explore perspectives by which consumers evaluate the quality of services. First, attributes constituting quality are determined for several representative mass-market services, and a survey is made of consumer expectations for quality improvement. Using factor analysis, consumer evaluation factors for services are derived and examined across service categories. Next, an investigation is made of the applicability of a two-way model of quality for the same service quality attributes. Using the results of a second survey, the attributes are categorized according to their level of fulfillment and the resultant consumer satisfaction or dissatisfaction. Implications for quality planning and assurance activities are also discussed.