Expectations as a Comparison Standard in Measuring Service Quality: An Assessment of a Reassessment

R. Kenneth Teas

678 citations0/0 files storedJournal of Marketing

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Abstract

The author responds to issues raised by Parasuraman, Zeithaml, and Berry (1994) concerning his 1993 article that outlines theoretical and operational problems associated with the SERVQUAL model of perceived service quality. Because theoretical problems and ambiguities must be resolved before operational issues can be addressed effectively, his response focuses on the Parasuraman, Zeithaml, and Berry (1994) comments concerning (1) the theoretical problems associated with the SERVQUAL P – E model and (2) the Teas (1993) evaluated performance (EP) and normed quality (NQ) models. In addition, he assesses the theoretical merit of the Parasuraman, Zeithaml, and Berry (1994) SERVQUAL “mixed-model.” His primary conclusions are that the conclusions reached by Parasuraman, Zeithaml, and Berry (1994) with respect to the Teas (1993) EP and NQ models are incorrect and that the proposed SERVQUAL mixed-model is merely a restricted version of (i.e., a re-expression that is less general than) the Teas (1993) NQ model.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1990Delivering quality service: balancing customer perceptions and expectations 1994Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research 1978Conjoint Analysis in Consumer Research: Issues and Outlook 1991A Multistage Model of Customers' Assessments of Service Quality and Value 1993The Nature and Determinants of Customer Expectations of Service 1993Expectations, Performance Evaluation, and Consumers' Perceptions of Quality

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