Measurement of internal service quality: application of the SERVQUAL battery to internal service quality

Internal marketing is an important approach for fostering a service‐ and customer‐oriented culture in an organization. A critical component of internal marketing is the provision of internal service quality. While researchers have conducted studies of internal service quality, there has been no general agreement on the measurement of the concept. Work to date has attempted to use the SERVQUAL instrument as a tool for measuring internal service quality. Researchers have not, however, demonstrated that the instrument can be reasonably modified to measure internal service quality. The current study modified the SERVQUAL instrument for a service setting and empirically tested and confirmed that it is appropriate for measuring internal service quality. While previous research has not confirmed the validity and reliability of all five SERVQUAL dimensions in a service setting, the results of the current study confirmed that all five dimensions – reliability, assurance, tangibles, empathy, responsiveness – were distinct and conceptually clear.