Which Comparison Standard Should Be Used for Service Quality and Customer Satisfaction?

SUMMARY The aim of this study is to examine whether consumers use single or multiple comparison standards for the evaluation of service quality and when determining their satisfaction, in the context of the hospitality industry. The data was collected using a convenient student sample. The findings indicate that consumers use multiple comparison standards for the evaluation of service quality and satisfaction. Five of the eight tested comparison standards are found to be significant in predicting service quality and satisfaction. Of these, predictive expectations, deserved expectation, desires congruence and experience-based norm are considered very important. The study also suggests that service quality and customer satisfaction are different constructs and survey instruments should take into account this difference in measurement.