SERVQUAL dimensionality: an investigation of presentation order effect.
ABSTRACT This paper examines a potential issue in measuring service quality using the SERVQUAL instrument. Specifically, it is argued that SERVQUAL's dimensions are largely the product of presentation order effects. To validate this argument, this paper presents the results of a field study in which randomised and non-randomised versions of SERVQUAL were administered in multiple organisations. The resulting samples were then used to generate factor structures which proved to be non-congruent. These results raise the question of whether SERVQUAL's dimensions truly represent underlying constructs. If they do not, then should studies continue to report them?
SourceAvailable from: V.R. Prybutok[Show abstract] [Hide abstract]
ABSTRACT: Bridging the trust-based decision-making theories with the SERVPERF framework, we introduce a new model to investigate the effects of human agent service quality of an Instant Messaging Decision Support System (IMDSS) on the customer's trust and perceived risk before purchasing in a marketplace with uncertainties. We also introduce a new service quality measurement model, IM-SERVPERF, to fill the current research gap in understanding the composite factors of a quality human service delivered by an instant messaging system. We suggest the findings will contribute to the computer-mediated service system research, and provide several useful service standards for practitioners.International Journal of Services and Standards 01/2012; 8(1):74 - 91. DOI:10.1504/IJSS.2012.048440