Service quality in the Australian advertising industry: a methodological study

Pascale G. Quester · Simon Romaniuk

56 citations0/0 files storedJournal of Services Marketing

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Service and Product Innovation

Abstract

The issue of measuring service quality has been widely debated in the literature. Two main scales have been developed and criticized in the last few years: SERVQUAL and SERVPERF. Attempts to identify which one of these scales would be best suited for the purpose of Australian advertising agencies. SERVPERF was found to be the best overall predictor of service quality. Discusses the study’s limitations and makes suggestions for further research in the concluding section.

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1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1979A Paradigm for Developing Better Measures of Marketing Constructs 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1992Measuring Service Quality: A Reexamination and Extension 1960Modern factor analysis 1990Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses 1994Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research

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2003A Comparison of Approaches to Importance-Performance Analysis 2007The validity of the SERVQUAL and SERVPERF scales 2015Perceived service quality models: Are they still relevant?2001Development of an Instrument to Assess Student Perceptions of the Quality of Pharmaceutical Education 2002Measuring Service Quality in the Hotel Industry: Evidences from Northern Cyprus

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