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):
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.