SERVQUALmodel

SERVQUAL, or the SERVQUAL model, is a multidimensional instrument developed by Parasuraman, Zeithaml, and Berry in the 1980s to assess perceived service quality. It rests on a gap model that conceptualizes service quality as the difference between customer expectations for an ideal service and their perceptions of the actual service delivered. The model identifies five dimensions believed to capture the key aspects of service quality: tangibles (the appearance of physical facilities, equipment, and personnel); reliability (the ability to perform the promised service dependably and accurately); responsiveness (willingness to help customers and provide prompt service); assurance (the knowledge and courtesy of employees and their ability to convey trust and confidence); and empathy (the provision of caring, individualized attention).

In practice, SERVQUAL uses a two-part questionnaire to measure expectations and perceptions across items aligned with the five dimensions. Customers indicate the level of expectation for each service aspect and their perceived performance, typically on a Likert scale. The model computes gap scores by subtracting expectation from perception for each item, with aggregated scores by dimension and overall. A larger negative gap indicates poorer perceived service quality; a positive gap can indicate performance exceeding expectations, though interpretation often centers on negative gaps.

The original instrument comprised 22 items distributed across the five dimensions, and numerous revised versions exist to fit different sectors and cultures. SERVQUAL has been widely applied in hospitality, banking, healthcare, and other service industries. It has influenced service quality research by providing a diagnostic framework for identifying gaps and guiding improvements. Critics note issues with cross-cultural validity, the evolving nature of customer expectations, potential response biases, and questions about the reliability and validity of expectation measures. Some researchers advocate focusing on perceived performance only (SERVPERF) or adapting items to context. Despite criticisms, SERVQUAL remains a foundational model in service quality assessment and benchmarking.