SERVQUAL

SERVQUAL is a multi-item scale used to measure service quality by comparing customers’ expectations with their perceptions of actual service performance. Developed by Parasuraman, Zeithaml, and Berry in the 1980s, it aims to quantify gaps in service delivery and identify areas for improvement. The model identifies five dimensions of service quality, commonly known by the acronym RATER: Reliability, Assurance, Tangibles, Empathy, and Responsiveness. Reliability refers to dependable and accurate performance; Assurance covers competence and trust; Tangibles concern the physical facilities and equipment; Empathy reflects caring and individualized attention; and Responsiveness denotes willingness to help customers and provide prompt service.

Methodology commonly involves a structured questionnaire that gathers customers’ expectations and their perceptions for each dimension. Service quality is assessed as the gap between perceived performance and expected service (Q = P − E). A negative gap suggests that the service falls short of expectations, while a smaller or positive gap indicates closer alignment or over-delivery.

Applications and critiques: SERVQUAL has been widely applied across industries such as banking, hospitality, retail, and healthcare to diagnose service gaps and guide improvement efforts. It has inspired numerous adaptations and related models, including SERVPERF, which emphasizes performance rather than expectations. Critics point to issues such as the measurement of expectations, cultural bias, the relevance of all five dimensions across contexts, and variability in reliability and validity. Despite criticisms, SERVQUAL remains a foundational framework in service quality research and practice.