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Service quality (SQ), in its contemporary conceptualisation, is a comparison of perceived expectations (E) of a service with perceived performance (P), giving rise to the equation SQ = P − E. [1] This conceptualistion of service quality has its origins in the expectancy-disconfirmation paradigm.
SERVQUAL is a multidimensional research instrument designed to measure service quality by capturing respondents’ expectations and perceptions along five dimensions of service quality. [2] The questionnaire consists of matched pairs of items - 22 expectation items and 22 perceptions items - organised into five dimensions which are believed to ...
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Some argue that if high levels on all SERVQUAL dimensions are provided then the service is high quality. Others argue that ultimately the service result is judged by the customer relative to the customer's expectations and not by the service provider. If customer expectations are low, even low levels on SERVQUAL dimensions provides high quality.
In problem-solving parlance, the SERVQUAL instrument performs a PROBLEM IDENTIFICATION ROLE(i.e. detects and measures the size of the problem); while the MODEL OF SERVICE QUALITY has a diagnostic role (helps to identify possible causes of the problem. SERVQUAL and the MODEL OF SERVICE QUALITY are related, but separate concepts.
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Parasuraman was one of the co-authors of the classic study on Services marketing, [3] which developed the concept of SERVQUAL.The SERVQUAL model has become fundamental in the analysis of marketing in the services sector and one of the highest cited marketing papers ever.
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