Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research

A. Parasuraman; Valarie A. Zeithaml; Leonard L. Berry

doi:10.1177/002224299405800109

Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research

A. Parasuraman¹; Valarie A. Zeithaml²; Leonard L. Berry³

¹ Federated Professor of Marketing, Texas A&M University. · ² Partner, Schmalensee and Zeithaml. · ³ JCPenney Chair of Retailing Studies and Professor of Marketing, Texas A&M University.

Journal of Marketing 1994

The authors respond to concerns raised by Cronin and Taylor (1992) and Teas (1993) about the SERVQUAL instrument and the perceptions-minus-expectations specification invoked by it to operationalize service quality. After demonstrating that the validity and alleged severity of many of those concerns are questionable, they offer a set of research directions for addressing unresolved issues and adding to the understanding of service quality assessment.

DOI: 10.1177/002224299405800109
Volume: 58 (1)
Pages: 111-124
Language: en
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