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Measuring Service Quality

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2.4 Dimensions and Measurement of service quality:
According to Brochado (2009), when quality and service quality is defined then a lot of complication may arise which also involve issue relating to measurement of service quality. Kimani et al., (2011) state that service quality should not be measured by using only a specific dimension but also focused on all the dimensions equally for measuring service quality. Due to this reason, the dimensions of service quality show a collective effect on the development of the perceptions of consumers and overall satisfaction. A consumer perceives service quality by evaluating the service of an institution. It is necessary to select an appropriate tool for measurement because it will help the managers …show more content…

Tangibles: it is appearance of physical facilities, tool and appearance of personnel to provide the service.
Parasuraman et al., (1988) describe that the SERVQUAL instrument is mostly applied to service organizations. The SERVQUAL model examines overall service quality as the difference between what the consumer perceives the service to be and the expectations of the service. Zeithaml et al., (1990) examined that organizations which provide services should constantly monitors the perceptions consumers about service quality and diagnose any shortfalls occurring in service delivery process and take corrective actions to improve the service …show more content…

In general, Cuthbert (1996a, 1996b) measure perceptions of student about service quality of university with the help of SERVQUAL scale. When five SERVQUAL dimensions were tested, then author found very weak results and suggested that the use of a SERVQUAL scale was inappropriate for the measurement of university service quality. The author describe that a modified SERVQUAL instrument is used for measuring service quality and then it must be able to give a better representation of the whole student experience (Cuthbert, 1996a). One of the most controversial issues in SERVQUAL model is its reliability. Cronin and Taylor (1992, 1994) extremely well documented the literature relating to the validity and reliability of the SERVQUAL model. Firstly, the question is arising when SERVQUAL scale is applicable to different service settings because these dimensions are not generic (Abdullah, 2006a). Secondly, it is stated that the five dimensions for measuring service quality are not universal, since the number of dimensions used for measuring service quality is contextualized (Buttle, 1995). In the context of higher education, it is no surprise to see that the application of the SERVQUAL scale or model has met with little success (Aldridge & Rowley, 1998). Although SERVQUAL has received many criticism but it is clear that this model gives a good starting point

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