SAROJ PARASURAMAN, PH.D., is an assistant professor in the Department of Management and Organization Sciences, School of Business Administration, Wayne State Universit, Detroit, Michigan. BRUCE H. DRAKE, PH.D., is an assistant professor in the Department of Management and Organization Sciences, School of Business Administration, Wayne State University. RAYMOND F. ZAMMUTO, PH.D., is a senior associate in the National Center for Higher Education Management Systems, Boulder, Colorado.
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Parasuraman et al. (1982) studied this question.