An Examination Of The Servqual Dimensions Using The Guttman Scaling Procedure

Abstract

Despite the popularity and continued use of the SERVQUAL Scale, a number of serious criticisms have been raised concerning its validity. These criticisms focus on the generic nature of the service quality dimensions and the use of desired expectation as a comparison standard. The objectives of this research are twofold. First, it sets out to examine the validity of the five SERVQUAL dimensions using an alternative scaling methodology known as the Guttman scaling procedure. Second, it aims to determine the role of expectation in the evaluation of hotel services. Of the five SERVQUAL dimensions tested, only four are found to be valid. It is also apparent that different types of expectations are used as a comparison standard for the evaluation of service quality and customer satisfaction.

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