Evaluation shows service quality measures impact strategic decision-making for marketers, suggesting diagnostic value of servqual.
Major concerns are being voiced in the marketing literature regarding conceptual, methodological, and practical issues of measuring service quality. This paper addresses the practical usefulness to marketing managers of measuring performance perceptions only (SERVPERF) versus customer expectations and performance perceptions (SERVQUAL) when assessing service quality. The results of this study suggest that SERVQUAL may have more diagnostic value to marketers for strategic decision-making. Implications of the results for marketing managers are discussed.
No takes yet. Share an insight, caveat, or question.
Kevin M. Elliott (1994) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: