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SERVQUAL REVISITED.
A SYSTEMATIC REVIEW OF LITERATURE
DR M.BASHEER AHMED KHAN1
S.RAGHUNANDAN2
1. Vice-Chancellor S.K.M. University Dhumka Jharkand E.Mail:[email protected] Mobile:08986842322.
2. S.Raghunandan, Research Scholar,Department of Management Studies School of Management
Pondicherry University E.Mail:[email protected] Mobile:09444067670.
SHIV SHAKTI
International Journal in Multidisciplinary and Academic Research (SSIJMAR)
Vol. 2, No. 2, March-April (ISSN 2278 – 5973)
ABSTSRACT
After its invention in 1988, SERVQUAL scale has been consistently applied for measurement
of quality of service provided by service providers. The scale has proved to be versatile and
has been used across various countries to quantify and gauge service quality in diverse service
sectors. While numerous critics have assailed SERVQUAL on various parameters, the
proponents of SERVQUAL including SRVQUAL authors have refuted the criticisms with
vigor. This paper elaborates on the various aspects of criticism and defense of SERVQUAL.
Using internationally applied SRL(Systematic Review of Literature) approach the paper
identifies, appraises, selects and synthesizes all high quality Research related to SERVQUAL.
SRL throws up the conclusion that use of SERVQUAL can lead to measurable and meaningful
results in service quality.
Keywords: servqual, srl (systematic Review of Literature) Service Quality.
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SERVQUAL REVISITED A. SYSTEMATICE REVIEW OF
LITERATURE
INDRODUCTION:
A systematic Review is a literature Review Focused on a research
question that tries to Identify, Appraise, select and synthesize all High quality
Research evidence related to the question. This is used in Business
management. Systematic reviews are qualitative reviews which adhere to the
standards for gathering analyzing and reporting Evidence. Systematic review
includes steps, of defining review question, selection of collected research
studies, presenting results and summary of Findings table and interpreting
results and drawing conclusions. Systematic studies present a constant picture
of the Body of Evidence by using realist reviews and meta Narrative Approach
to overcome problem of methodology and heterogeneity in diverse literature
Steps in Systematic literature Revises
1. Outline objectives of literature review
2. Search and obtain Articles based on specific criteria
3. Summarize highlights from selected articles
4. Analyst Data
5. Present results and summery of Findings table
6. Interpret results and Draw contusions
SERVQUAL or Rater is a service quality framework. SERVQUAL was
developed in the mid 80’s by A Parasuraman, L.L Barry and V. Ziethaml.
SERVQUAL was a 22 item scale which was developed as a pioneering effort to
measure service quality generically across various service Industries.
SERVQUAL assesses customer perceptions of service quality in service and
retailing organizations. SERVQUAL was developed after an elaborate
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contemplation of conceptualization and operationalization of service quality by
its authors.
This is used to measure the scale of quality in the service sectors.
SERVQUAL originally measured on ten aspects of service quality namely
reliability, responsiveness, competence, access, courtesy, communication,
credibility, security, understanding the customer and tangibles.
By the early1990’s the Authors have refined the model to the Acronym
RATER
RELIABILITY
ASSURANCE
TANGIBLES
EMPATHY
RESPONSIVENESS
The above five factors were identified based on Factor Analysis of the
original scale applied on Focus groups across several industries by the authors
of the SERVQUAL scale
The basic assumption of the measurement was that customers can
evaluate a Firms service quality by comparing their perceptions with their
Expectations.
SERVQUAL has its detractors and it is considered overly complex, subjective
and statistically unreliable. However its proponents rate it as a simple, useful
and efficient model for qualitatively exploring and assessing customer’s service
experience and has been used widely by service delivery organizations.
OBJECTIVE : To review the relevance of SERVQUAL scale
for service quality measurement
DATA SOURCES : Articles in journals Books Databases,
websites.
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STUDY SELECTION : Studies with significantly strong positions on
SERVQUAL, Empirical studies based on
accepted sampling methods that reported
original data and used statistical tests were
selected.
DATA SYNTHESIS : Totally 269 Articles were revised for
study and out of this 111 were taken up for
Review
The Articles were divided into:
1. Articles by SERVQUAL critics
2. Empirical studies repudiating SERVIQAL
3. Articles by authors of SERVQUAL
4. Studies upholding SERVQUAL and Empirical studies validating
SERVQUAL
The first article on SERVQUAL which Introduces the SERVQUAL scale
was authored by A. Parasuraman V. Zeithmal and L.L. Berry in 1988. Even
since it was written the scale was attacked by a plethora of critics on various
Parameters. Critics have noted that SERVQUAL’s Five Dimensions
(Reliability, Assurance, Tangibles, Empathy & Responsiveness) are not
universal and the Model fails to draw on established economic, statistical and
psychological theory. The main criticisms are on the object of measurements,
length of questionnaire, timing of questionnaire administration, use of
LIKERT scales, use of P-E difference scores, Generalization of service quality
dimensions and static nature of the model. It was held that it was not clear
whether SERVQUAL measures service quality or customer satisfaction It was
suggested that certain items can be eliminated or the fusion of interrelated
dimensions of reliability responsiveness and assurance into one dimension of
task related receptiveness. The timing of questionnaire administration as
ambiguous was pointed out. The Issue of whether it is appropriate to use a 5
points or 7 point Likert scale was touched upon by critics who also pointed out
the inconsistencies in (Pi - Ei) scores and that SERVQUAL dimensions cannot
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be generalized across all services A Few studies have also pointed out that
empirically SERVQUAL does not answer or needs adaptation regarding aspects
of multiple service functions, the points at which Information about expectation
must be obtained, the difference between expectations and perceptions, its use
in retail setting and the commendation of alterative scales such as SERVPERF.
In their response to critics the SERVQUAL authors have established that
the claimed psychometric superiority of the alternative non- difference score
conceptualization was debatable. SERVQUAL was advocated as offering richer
Diagnosis. The validity of the methodology used to develop the 22 item
questionnaire that makes up the scale has been clearly established by the
authors proved by their subsequent successful use reported by the authors and
several others.
The Authors further refined and reassessed the SERQUAL scale
and brought out a modified LIKERT scale which measures agreement or
disagreement. Reliability, Factor Structure and Validity of the refined
SERVQUAL was established. . The customer assessment of service quality
were measured for 3 types of Service-Telephone Repair, Retail Banking and
Insurance. The findings of the study were dovetailed with that of similar
research studies. The criticality of Perception minus Expectation (Pi - Ei) scores
were established
In addition many other Authors have rebuked all criticisms against
SERVQUAL and on various conceptual and operational criterion upheld
SERQUAL as a rigorous tool, appropriate and perfect. If was held that advances
made in service quality measurement have validated SERVQUAL.
SERVQUAL was recommended as an instrument for improving Service
Quality, Organizational Performance and Customer Satisfaction in not only in
Private sector but also in Public services such as Health care, Police and
Emergency services. Studies on the applicability of SERVQUAL to measure
citizen perception of health care quality and compare it across two countries
have reported a stable structure. Bayesian framework based behavior process
model of service quality have demonstrated the criticality of the Expectation
and Perception factors for service quality assessment by customers and the
interrelationship of these factors on consumer behavior.
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The strongest approval for SERVQUAL comes from hundreds of
empirical studies some of them statistically rigorous conforming to research
methodology tenets done by various authors in diverse service industries across
different countries and continents. These studies have clearly proved conceptual
and operational suitability of SERVQUAL in measurement of service quality.
Studies have been done by authors in sectors including health care facilities,
hospital services, hotel services, higher education, travel and tourism,
restaurants, information services, banking services, sports organizations, local
authority and government services, police and so on. These studies were carried
out by authors in different countries including U.K., U.S.A Malaysia,
Singapore, Turkey, Australia, Ireland and Iran. SERVQUAL was also applied
to compare service quality of public sector service providers. The studies
adopted Experimental Designs, Hypothesis Testing methods, and Rigorous
Statistical Analysis. The studies have clearly confirmed the Appropriateness of
SERVQUAL dimensions as distinct and conceptually clear. It is proved as
simpler and more consumer centric compared to other scales. The Perception –
Expectations framework proved the existence of perception differences between
customers and service provides and the reality of perception differences
between consumers across countries due to cultural factors. Many authors of
these studies conclude that SERVQUAL meets all tests of rigorous and
Appropriateness and suggest that it is a perfect tool. It was held that many
advances in service quality measurement validated SERVQUAL. SERVQUAL
was found to be easily applicable even in industry such as car services in
Holland. All the studies reported conclusive evidence on accurate
measurement of service quality as well as comparison of service quality
using SERVQUAL. The managerial Implications of using SERVQUAL as an
assessment tool in meeting and managing customer expectations, managing
physical design of product, educating service customers and development of
TQM programs was highlighted. SERVQUAL was supported as an ideal
instrument to evaluate quality and user satisfaction with Information system
(IS) function. SERVQUAL emerges as the most acclaimed, researched cited
instrument in Marketing literature with the most widespread use in Industry. It
was also the most easy and inexpensive Instrument. SERVQUAL is
recommended as an instrument not only for improving service quality but also
organizational performance and customers satisfaction. Validity of
SERVQUAL scores was vindicated. In one instance it was found that Gaps
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arise from inconsistent perception of expectation and experiences between
Patients and Physicians in Medical services.
In India, Sanjay Jain and Garima Gupta using an Empirical study
reported in Vikalpa (2004) that SERVQUAL Scale outperforms SERVPERF
with higher diagnostic power. Deviprasad and Rajasekar also successfully
developed RAILQUAL for measuring service quality for Indian railways in
2010. RAILQUAL was developed by adding 3 Railways related dimensions to
SERVQUAL. Responses analyzed by factor analysis confirmed the reliability
and validity of the instrument.
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SUMMARY OF FINDINGS TABLE
Sl. No AUTHORS OBJECTIVE TYPE OF STUDY OUT COME
1. Parasuraman A.,
V.A. Zeithamal and
L.L. Berry (1998)
Development of Instrument
to measure consumer
perceptions of service quality
Exploratory and
Qualitative Research
Study
Development of 22 item scale
called SERVQUAL to measure
service quality by assessing
customer perceptions on
various parameters
2. Brown Tom, J.
G.A. Churchill and
J. Paul Peter (1993)
Evaluation of the Conceptual
and Theoretical bases of
SERVQUAL
Conceptual Critique of SERVQUAL
difference Score
conceptualization superiority of
alternative Non- difference
conceptualization score
3. Parasuraman A.
V.A. Zeithaml and
L.L. Berry (1998)
To defend the SERVQUAL
scale against criticisms
Conceptual Demonstrates SERVQUAL
Concept Ideal, Richer and
Better then Non – Difference
Conceptualization Scores
4. Buttle F. Review of the Conceptual and Raises Theoretical and
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1996 appropriateness of
SERVQUAL
Theoretical operational concerns on
SERVQUAL scale
5. Ausboteng P.
K.S. Mcleary and
John E. Swan (1996)
Review of the
appropriateness of
SERVQUAL
Conceptual Rebuts Criticisms of
SERVQUAL and Support its
applicability across different
service industries
6. Joseph Cronin (JR)
and Steven.A. Taylor
(1994)
Review of SERVQUAL and
Development of an
Alternative Scale
Conceptual Questions the appropriateness
of SERVQUAL Instrument and
Support SERVPERF Scale as
opposed to SERVQUAL
7. Pitt, Leyland F.,
Richard D. Watson
and C. Bruce Kenen
Review of the
appropriateness of
SERVQUAL scale
Theoretical All Criticisms against
SERVQUAL Refuted and
SERVQUAL is Supported as
rigorous, appropriate and
perfect
8. Lam S.S.K. (1997) Application of SERVQUAL
Scale to test Hospital Service
Quality
Empirical SERVQUAL found to be a
Consistent and Reliable scale
to measure patient perceptions
of Health care quality in a
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Hong Kong Hospital
9. Kettinger, W.J. and
Choong (1999)
Tests the Application of
SERVQUAL Scale in the
Reasearch on Information
System
Empirical SERVQUAL supported as an
Ideal Instrument to evaluate
Quality and user satisfaction
with Information System
Function
10. Jo Ann Dutty
Michael Dutty and
William Kilbourne
(1997)
Cross National Study to
measure Nursing Home
Service Quality using
SERVQUAL
Empirical and Statistical SERVQUAL Successfully
applied to compare expectation
and Perception Difference of
Service Quality among Nursing
Home Residents of U.S.A and
U.K.
11. Headley, Dean E.
and Bob Choi (1992)
Statistical Approach to Test
Suitability of SERVQUAL
Empirical and Statistical Analyses of Perceptual
Differences between service
providers and customers by
SERQUAL is simple and
useful
12. Bojanic David C. and
Dreus Rosen (1994)
Testing SERVQUAL for
Nursing Restaurant Quality
Empirical SERVQUAL is proved as an
effective tool for measuring
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service quality in restaurant
13. Bouman, Marcel and
Tom Wander wide
Testing SERVQAL
Instrument
Empirical SERVQUAL internment is
found to be ideal and easily
applicable to test service
quality in Dutch car service
firms
14. Yun Lok Lee and
Nerilee Hing (1995)
Testing the usefulness and
Application of SERVQUAL
Instrument in Hotel Industry
Empirical SERVQUAL as an easy and
Inexpensive internment to
measuring service Quality in
Restaurant is Demonstrated
15. Wisniewski MIK Testing SERVQUAL
application in customer
satisfaction with local
Government
Empirical SERVQUAL is found to
contribute to contribute to
continuous improvement in
ensuring services by Scottish
local council
16. Devi Prasad and
Rajasekar (2010
Evaluation of Passenger Rail
Service Quality in Indian
Railways using Modified
SERVQUAL
Empirical RAILQUAL instrument based
on SERVQUAL has found to
be reliable and valid to
improve railways quality
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17. Sanjay Jain and
Garima Gupta
Compare SERVQUAL and
SERVPERF Scales
Empirical SERVQUAL found to
outperform SERVPERF scale
with higher diagnostic power to
pinpoint areas for managerial
interventions
18. Norizan Mohammed
kasim and Jamil
Bojai
Use SERVQUAL to
measuring Gaps in
Telemarketing
Empirical SERVQUAL Instrument found
to suitable to measure Gaps
between consumer perception
of expectation in
Telemarketing.
19. Akbaba, tilla Investigate appropriateness
of SERVQUAL to measure
service quality in Hotale
Empirical Quality dimensions of
SERVQUAL model found to
be applicable and suitable to
measure customers
expectations and quality is
hotel industry in turkey.
20. Headley, D.E. and
S.J. miller
Examine the Reliability and
validity of SERVQUAL In
Empirical The Findings on for 159
matched pair responses
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Health Care indicate that SERVQUAL
Scale, is reliable, valid and
dimension can be adopted to
clinical settling
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CONCLUSION
Though SERVQUAL was criticized, they have been refuted on both
conceptual, Theoretical and Empirical Grounds. The scale has proved to be most
versatile and adaptable with applicability across diverse service industries in
various countries. Its dimensions have been proved diversely valid, its length of
questionnaire relevant and the use of Likert scales appropriate Studies have
confirmed that use of P-E difference scores can lead to measurable and meaningful
penults on service quality SERVQUAL is easily amenable to the rigors of
Hypotheses testing and other statistical methods. If appears that the criticisms do
nothing to invalidate SERVQUAL as a measuring tool but more to do with how
researchers use the tool. NYECK, MORELS LADHEIR and PONS who reviewed
the measure in 2002 note “SERVQUAL Remains the most complete attempt to
conceptualize and measure service quality”
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