SERVQUAL dimensionality: An investigation of presentation order effect

International Journal of Services and Standards 06/2011; 7(1):1-17. DOI: 10.1504/IJSS.2011.040639
Source: DBLP


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?

7 Reads
  • Source
    • "Posing open-ended questions of customers avoids many of the issues associated with SERVQUAL because there are fewer constraints such as there are no dimensionality constraints (Landrum et al., 2010; Miller et al., 2011). In open-ended text, the customer is not restricted to predefined constructs and can, conceivably, provide new and unexpected information about their perceptions of service and satisfaction. "
    [Show abstract] [Hide abstract]
    ABSTRACT: This paper examines the use of variable control charts with data that originates in text form and uses factors extracted from the text by latent semantic analysis. We demonstrate how text data from customer comments is analysed as well as the steps necessary to visualise the extracted factors on an Exponentially Weighted Moving Average (EWMA) chart. We also show how the factors correspond to latent service related issues and how using the EWMA chart to monitor those factors allows for addressing and improving service quality issues. We also review issues in text mining and suggest areas for future research
    Full-text · Article · Sep 2013 · International Journal of Services and Standards
  • Source
    • "Although SERVQUAL provides a useful instrument for researchers to investigate the customer's perception of service quality, multiple studies argue that the framework has several weaknesses, including: (a) in the conceptual level, the definitions of several critical constructs (e.g. expectation, disconfirmation, etc.) in the gap-based service quality framework appear ambiguous (Cronin and Taylor, 1992); (b) in the operational level, the instrument of SERVQUAL could face reliability and validity issues when it is applied to various research contexts (Parasuraman et al., 1994; Qin et al. 2011); (c) in the empirical level, SERVQUAL fails to offer practical implications for managers to apply the management (Cronin and Taylor, 1992; Landrum et al., 2010; Miller et al., 2011). To address these weaknesses, an advanced service quality measurement model, SERVPERF, was proposed in order to better investigate the customer's perception of service quality. "
    [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.
    Full-text · Article · Aug 2012 · International Journal of Services and Standards
  • [Show abstract] [Hide abstract]
    ABSTRACT: This study aims to empirically examine and compare the effects of perceived service quality (SQ) and service recoverability on customer satisfaction and behavioural intentions using data collected in the fast-food industry. Exploratory factor analysis and confirmatory factor analysis were used to analyse the collected data. This study contributes to an understanding of customer satisfaction and behavioural intentions in the context of service failures in the fast-food industry. An important result of this study was the validation of the use of the recovery scale as an alternative to the SERVPERF instrument for researchers and managers interested in SQ assessment.
    No preview · Article · Nov 2011 · International Journal of Services and Standards
Show more