Servqual model - consumption of service products, Operation Management

SERVQUAL Model - Consumption of Service Products

In later publications PZB, having analysed their data using factor analysis, reduced the original ten dimensions to the following five: tangibles, reliability, responsiveness, assurance and empathy and created a 22-item questionnaire measuring instrument they named SERVQUAL which measures these five dimensions in any service organisation.

One of the major criticisms of their work relates to their claim to have found the five generic underlying dimensions of service quality.

Despite being broad in application, there is wide spread dissention of this point. There are a number of other limitations (Cronin and Taylor, 1994, Rust and Oliver, 1994): 

  • The comparison of expectations and perceptions would require expectations to be stated prior to the service encounter rather than as a post encounter activity
  • The scale closes the gap to zero but does not take into account the situation when the perception of service exceeds expectations and would require an extension of the scale which would provide a non zero, positive measurement
  • The servperf measuring instrument which measures only performance is thought to provide greater insights into service quality.
  • The approach is not generic and becomes less applicable when it is applied out-with the range of service encounters described by the original research (retail banking, credit cards etc)
  • Cronin and taylor (1994) argue that service quality should be measured as an attitude.
  • Johnston (1997) suggests that customer evaluation may be a superior measurement to customer expectation.


Obviously the SERVQUAL performance based approach has limitations, nevertheless, as PZB defend, it does provide the operations manager with a valuable diagnostic tool which can be used to help direct the use and application or resources to enhance or create customer value. The approach may be tailored to particular services by rewording or adding or dropping factors/dimensions.

Posted Date: 3/18/2013 3:36:07 AM | Location : United States

Related Discussions:- Servqual model - consumption of service products, Assignment Help, Ask Question on Servqual model - consumption of service products, Get Answer, Expert's Help, Servqual model - consumption of service products Discussions

Write discussion on Servqual model - consumption of service products
Your posts are moderated
Related Questions
Elements of Operations Management 1. Planning  This is the setting of appropriate courses of action to achieve the systems objectives.  2. Organising  This is the

What do you understand by “line balancing”? What happens if balance doesn’t exist

Why are organizations changing from batch (large) shipments to just-in-time (JIT) shipments?

Effect on Costs and Employer: Accidents  are harmful when  we take into account  the business  of the  concern.  It adds to the  costs of production  directly  as well  as  indire

Your company, ABC Company, uses 100% inspection for all materials and requires zero defect quality of all its vendors. If bad parts are found, it cost $1.00 per part to inspect the

A company is setting up an assembly line to produce 192 units per 8-hour shift. The following table identifies the work elements, times and immediate predecessors:  (a)  Wh

How does the degree of customer contact relate to the kinds of skills needed by service workers and the degree of training they require?

Put the following business functions into a Functional Catalogue. 1. Sell products to customers 2. Determine which products to sell 3. Manage Equipment to hire Order produ

what happens if line balance doesnt exist?

What is the upside for Michelle Foster if NCY succeeds? What are the professional risks she faces?