SERVQUAL

SERVQUAL measures the gap between customers’ expectations of a service and their perceptions of the service received. The instrument organises service quality into five RATER dimensions: reliability, assurance, tangibles, empathy and responsiveness.

When to use it

• Diagnose service attributes where customer expectations and perceived performance differ.
• Structure qualitative and quantitative service research.
• Track improvement when the same validated instrument and population can be maintained.
• Use it as one source alongside behavioural, complaint and operational evidence.

Origins

A. Parsu Parasuraman, Valarie Zeithaml and Leonard Berry developed SERVQUAL through research conducted between 1983 and 1988. The early model contained 10 dimensions, which later testing consolidated into the five RATER dimensions. The work became highly influential in service-quality research and generated extensive debate about expectations, difference scores and dimensional stability.

What it is

Reliability

performing the promised service dependably and accurately.

Assurance

employees’ knowledge, courtesy and ability to inspire trust.

Tangibles

the appearance and suitability of physical facilities, equipment, people and communication materials involved in service delivery.

Empathy

caring, individualised attention and understanding of customer circumstances.

Responsiveness

willingness and speed in helping customers and resolving needs.

The classic equation is:

Service quality = P – E

where P is perceived performance and E is expectation. A negative score indicates performance below the expectation stated in the study. The result depends heavily on how “expectation” is framed—ideal, predicted, deserved or minimum acceptable.

The wider gaps model distinguishes:

Gap 1 – knowledge:

management’s understanding differs from customer expectations.

Gap 2 – standards:

service design and standards do not translate that understanding adequately.

Gap 3 – delivery:

actual delivery does not meet the specified standard.

Gap 4 – communication:

promises and external messages do not match delivery.

Gap 5 – customer:

perceived service differs from expectation.

Managers can use the diagnosis to improve research, design, capability, delivery and communication. The customer gap should not be attributed automatically to front-line staff.

Developments of the model

SERVQUAL influenced many importance–performance and customer-satisfaction surveys. Importance and expectation are related but not interchangeable, and some researchers prefer performance-only measures because subtracting two noisy ratings can reduce reliability.

Organisations can adapt questions to their context, but adaptation changes the instrument and requires validation. Common response scales include 1 to 5, 1 to 7 or 1 to 10; anchors and direction must be explicit.

Example prompts include:

Reliability:

The service is delivered correctly at the promised time.

Assurance:

Employees explain the service accurately and handle my information safely.

Tangibles:

Facilities, interfaces and communication materials support the service.

Empathy:

Employees understand my circumstances and offer appropriate attention.

Responsiveness:

Help is available within an acceptable time and problems are addressed.

A survey with 20 attributes rated for expectation and performance produces 40 ratings. Comparing two companies would add 20 more, before classification questions. Reduce burden, randomise where appropriate and pilot completion quality rather than assuming online administration removes fatigue.