Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research
Abstract
The authors respond to concerns raised by Cronin and Taylor (1992) and Teas (1993) about the SERVQUAL instrument and the perceptions-minus-expectations specification invoked by it to operationalize service quality. After demonstrating that the validity and alleged severity of many of those concerns are questionable, they offer a set of research directions for addressing unresolved issues and adding to the understanding of service quality assessment.
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Access can be understood in terms of services being easy to access and delivered in time.
“Parasuraman et al. [28] stated that access could be understood in terms of services being easy to access and delivered in time.”
From The Service Quality Dimensions that Affect Customer Satisfaction in the Jordanian Banking Sector (2019) · cites this paper as [28]
Access was included in empathy in the SERVQUAL model developed by Parasuraman et al. [28].
“Access was included in empathy in the SERVQUAL model, which was developed by [28].”
From The Service Quality Dimensions that Affect Customer Satisfaction in the Jordanian Banking Sector (2019) · cites this paper as [28]
Overall satisfaction is an aggregation of all previous transaction-specific evaluations and is updated after each service encounter.
“From a different perspective, overall satisfaction is an aggregation of all previous transaction-specific evaluations and is updated after each service encounter (Boulding et al. 1993), like a moving average (Parasuraman, Zeithaml, and Berry 1994).”
From Recovery Voice and Satisfaction After Service Failure: An Experimental Investigation of Mediating and Moderating Factors (2007) · cites this paper as Parasuraman, Zeithaml, and Berry 1994
Service quality is well understood in different contexts.
“The conceptualisation of service quality in different contexts is well understood (e.g. Parasuraman, Zeithaml, & Berry, 1994; Collier & Bienstock, 2006; Scheidt & Chung, 2019; Suhartanto, Helmi Ali, Tan, Sjahroeddin, & Kusdibyo, 2019).”
From Customer experiences in the age of artificial intelligence (2021) · cites this paper as Parasuraman et al., 1994
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- Authors
- Parasuraman, A., Zeithaml, V. A., & Berry, L. L.
- Affiliations
- Texas A&M University (US)
- Partner, Schmalensee and Zeithaml.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 1994-01
- Volume
- 58
- Issue
- 1
- Pages
- 111-124
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W1979522819
- Cited by
- 3,322
- References
- 25
- Citations by year
- 2026: 26 · 2025: 47 · 2024: 60 · 2023: 91 · 2022: 86 · 2021: 137 · 2020: 122 · 2019: 129 · 2018: 127 · 2017: 130 · 2016: 129 · 2015: 150 · 2014: 198 · 2013: 195 · 2012: 181
- FWCI
- 85.60
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- service quality, SERVQUAL, comparison standards, service quality evaluation, research directions
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