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This research examined two major issues of concern to service marketers; the dimensions hat comprise service quality and the approach to service quality measurement. On the basis of two empirical investigations, one a replication of SERVQUAL and the second employing a revised set of service quality items, it was con- cluded that in the retail banking sector, (1) performance measures, as opposed to performance and expectation measures, are a superior and efficient method for measuring service quality, and (2) service quality is comprised of three underlying dimensions related to process, wt- comes, and tangibles. As well, features that enhanced the customers use of the service appeared to be related to service quality.
McDougall et al. (Fri,) studied this question.