Identifying shortcomings in the measurement of service quality

Fogarty, Gerard J. and Catts, R. and Forlin, Chris (2000) Identifying shortcomings in the measurement of service quality. Journal of Outcome Measurement, 4 (1). pp. 431-452. ISSN 1090-655X

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SERVPERF, the performance component of the Service Quality scale (SERVQUAL), has been shown to measure five underlying dimensions corresponding to Tangibles, Reliability, Responsiveness, Assurance, and Empathy (Parasuraman, Zeithaml, & Berry, 1988). This paper describes a
validation study, employing four different datasets, of a shortened 15-item version of the SERVPERF scale to be called SERVPERF-M. Exploratory and confirmatory factor analytic techniques were used to explore the dimensionality
of the scale. Although internal consistency estimates for all scales were very satisfactory for all four datasets, the factor structure was somewhat unstable with Responsiveness, Assurance and Empathy tending to define a single factor in three of the sets and Reliability and Tangibles to define two other factors.
Rasch analysis was employed to gain further insights into the behaviour of the items. These analyses suggested that the five factors can be treated as five different stages of service quality, rather than as five qualitatively different
dimensions. The Rasch analysis also suggested that the items in both SERVPERF and SERVPERF-M are too easy to rate highly and that more 'difficult' items need to be added to the scale. If this is done, it is likely that
some of the confusion that exists over the dimensionality of this scale will disappear.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Title of pre-print article (as appears here): Measuring service quality with SERVPERF.
Faculty / Department / School: Historic - Faculty of Sciences - Department of Psychology
Date Deposited: 11 Oct 2007 00:31
Last Modified: 02 Jul 2013 22:35
Uncontrolled Keywords: service quality; measurement; shortcomings; SERVPERF
Fields of Research : 01 Mathematical Sciences > 0104 Statistics > 010401 Applied Statistics
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150314 Small Business Management
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150313 Quality Management
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970101 Expanding Knowledge in the Mathematical Sciences

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