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SERVQUAL REVISITED.

A SYSTEMATIC REVIEW OF LITERATURE

DR M.BASHEER AHMED KHAN1

S.RAGHUNANDAN2

1. Vice-Chancellor S.K.M. University Dhumka Jharkand E.Mail:drkhan503@sify.com Mobile:08986842322.

2. S.Raghunandan, Research Scholar,Department of Management Studies School of Management

Pondicherry University E.Mail:sriraghun@yahoo.com Mobile:09444067670.

SHIV SHAKTI

International Journal in Multidisciplinary and Academic Research (SSIJMAR)

Vol. 2, No. 2, March-April (ISSN 2278 – 5973)

ABSTSRACT

After its invention in 1988, SERVQUAL scale has been consistently applied for measurement

of quality of service provided by service providers. The scale has proved to be versatile and

has been used across various countries to quantify and gauge service quality in diverse service

sectors. While numerous critics have assailed SERVQUAL on various parameters, the

proponents of SERVQUAL including SRVQUAL authors have refuted the criticisms with

vigor. This paper elaborates on the various aspects of criticism and defense of SERVQUAL.

Using internationally applied SRL(Systematic Review of Literature) approach the paper

identifies, appraises, selects and synthesizes all high quality Research related to SERVQUAL.

SRL throws up the conclusion that use of SERVQUAL can lead to measurable and meaningful

results in service quality.

Keywords: servqual, srl (systematic Review of Literature) Service Quality.

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SERVQUAL REVISITED A. SYSTEMATICE REVIEW OF

LITERATURE

INDRODUCTION:

A systematic Review is a literature Review Focused on a research

question that tries to Identify, Appraise, select and synthesize all High quality

Research evidence related to the question. This is used in Business

management. Systematic reviews are qualitative reviews which adhere to the

standards for gathering analyzing and reporting Evidence. Systematic review

includes steps, of defining review question, selection of collected research

studies, presenting results and summary of Findings table and interpreting

results and drawing conclusions. Systematic studies present a constant picture

of the Body of Evidence by using realist reviews and meta Narrative Approach

to overcome problem of methodology and heterogeneity in diverse literature

Steps in Systematic literature Revises

1. Outline objectives of literature review

2. Search and obtain Articles based on specific criteria

3. Summarize highlights from selected articles

4. Analyst Data

5. Present results and summery of Findings table

6. Interpret results and Draw contusions

SERVQUAL or Rater is a service quality framework. SERVQUAL was

developed in the mid 80’s by A Parasuraman, L.L Barry and V. Ziethaml.

SERVQUAL was a 22 item scale which was developed as a pioneering effort to

measure service quality generically across various service Industries.

SERVQUAL assesses customer perceptions of service quality in service and

retailing organizations. SERVQUAL was developed after an elaborate

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contemplation of conceptualization and operationalization of service quality by

its authors.

This is used to measure the scale of quality in the service sectors.

SERVQUAL originally measured on ten aspects of service quality namely

reliability, responsiveness, competence, access, courtesy, communication,

credibility, security, understanding the customer and tangibles.

By the early1990’s the Authors have refined the model to the Acronym

RATER

RELIABILITY

ASSURANCE

TANGIBLES

EMPATHY

RESPONSIVENESS

The above five factors were identified based on Factor Analysis of the

original scale applied on Focus groups across several industries by the authors

of the SERVQUAL scale

The basic assumption of the measurement was that customers can

evaluate a Firms service quality by comparing their perceptions with their

Expectations.

SERVQUAL has its detractors and it is considered overly complex, subjective

and statistically unreliable. However its proponents rate it as a simple, useful

and efficient model for qualitatively exploring and assessing customer’s service

experience and has been used widely by service delivery organizations.

OBJECTIVE : To review the relevance of SERVQUAL scale

for service quality measurement

DATA SOURCES : Articles in journals Books Databases,

websites.

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STUDY SELECTION : Studies with significantly strong positions on

SERVQUAL, Empirical studies based on

accepted sampling methods that reported

original data and used statistical tests were

selected.

DATA SYNTHESIS : Totally 269 Articles were revised for

study and out of this 111 were taken up for

Review

The Articles were divided into:

1. Articles by SERVQUAL critics

2. Empirical studies repudiating SERVIQAL

3. Articles by authors of SERVQUAL

4. Studies upholding SERVQUAL and Empirical studies validating

SERVQUAL

The first article on SERVQUAL which Introduces the SERVQUAL scale

was authored by A. Parasuraman V. Zeithmal and L.L. Berry in 1988. Even

since it was written the scale was attacked by a plethora of critics on various

Parameters. Critics have noted that SERVQUAL’s Five Dimensions

(Reliability, Assurance, Tangibles, Empathy & Responsiveness) are not

universal and the Model fails to draw on established economic, statistical and

psychological theory. The main criticisms are on the object of measurements,

length of questionnaire, timing of questionnaire administration, use of

LIKERT scales, use of P-E difference scores, Generalization of service quality

dimensions and static nature of the model. It was held that it was not clear

whether SERVQUAL measures service quality or customer satisfaction It was

suggested that certain items can be eliminated or the fusion of interrelated

dimensions of reliability responsiveness and assurance into one dimension of

task related receptiveness. The timing of questionnaire administration as

ambiguous was pointed out. The Issue of whether it is appropriate to use a 5

points or 7 point Likert scale was touched upon by critics who also pointed out

the inconsistencies in (Pi - Ei) scores and that SERVQUAL dimensions cannot

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be generalized across all services A Few studies have also pointed out that

empirically SERVQUAL does not answer or needs adaptation regarding aspects

of multiple service functions, the points at which Information about expectation

must be obtained, the difference between expectations and perceptions, its use

in retail setting and the commendation of alterative scales such as SERVPERF.

In their response to critics the SERVQUAL authors have established that

the claimed psychometric superiority of the alternative non- difference score

conceptualization was debatable. SERVQUAL was advocated as offering richer

Diagnosis. The validity of the methodology used to develop the 22 item

questionnaire that makes up the scale has been clearly established by the

authors proved by their subsequent successful use reported by the authors and

several others.

The Authors further refined and reassessed the SERQUAL scale

and brought out a modified LIKERT scale which measures agreement or

disagreement. Reliability, Factor Structure and Validity of the refined

SERVQUAL was established. . The customer assessment of service quality

were measured for 3 types of Service-Telephone Repair, Retail Banking and

Insurance. The findings of the study were dovetailed with that of similar

research studies. The criticality of Perception minus Expectation (Pi - Ei) scores

were established

In addition many other Authors have rebuked all criticisms against

SERVQUAL and on various conceptual and operational criterion upheld

SERQUAL as a rigorous tool, appropriate and perfect. If was held that advances

made in service quality measurement have validated SERVQUAL.

SERVQUAL was recommended as an instrument for improving Service

Quality, Organizational Performance and Customer Satisfaction in not only in

Private sector but also in Public services such as Health care, Police and

Emergency services. Studies on the applicability of SERVQUAL to measure

citizen perception of health care quality and compare it across two countries

have reported a stable structure. Bayesian framework based behavior process

model of service quality have demonstrated the criticality of the Expectation

and Perception factors for service quality assessment by customers and the

interrelationship of these factors on consumer behavior.

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The strongest approval for SERVQUAL comes from hundreds of

empirical studies some of them statistically rigorous conforming to research

methodology tenets done by various authors in diverse service industries across

different countries and continents. These studies have clearly proved conceptual

and operational suitability of SERVQUAL in measurement of service quality.

Studies have been done by authors in sectors including health care facilities,

hospital services, hotel services, higher education, travel and tourism,

restaurants, information services, banking services, sports organizations, local

authority and government services, police and so on. These studies were carried

out by authors in different countries including U.K., U.S.A Malaysia,

Singapore, Turkey, Australia, Ireland and Iran. SERVQUAL was also applied

to compare service quality of public sector service providers. The studies

adopted Experimental Designs, Hypothesis Testing methods, and Rigorous

Statistical Analysis. The studies have clearly confirmed the Appropriateness of

SERVQUAL dimensions as distinct and conceptually clear. It is proved as

simpler and more consumer centric compared to other scales. The Perception –

Expectations framework proved the existence of perception differences between

customers and service provides and the reality of perception differences

between consumers across countries due to cultural factors. Many authors of

these studies conclude that SERVQUAL meets all tests of rigorous and

Appropriateness and suggest that it is a perfect tool. It was held that many

advances in service quality measurement validated SERVQUAL. SERVQUAL

was found to be easily applicable even in industry such as car services in

Holland. All the studies reported conclusive evidence on accurate

measurement of service quality as well as comparison of service quality

using SERVQUAL. The managerial Implications of using SERVQUAL as an

assessment tool in meeting and managing customer expectations, managing

physical design of product, educating service customers and development of

TQM programs was highlighted. SERVQUAL was supported as an ideal

instrument to evaluate quality and user satisfaction with Information system

(IS) function. SERVQUAL emerges as the most acclaimed, researched cited

instrument in Marketing literature with the most widespread use in Industry. It

was also the most easy and inexpensive Instrument. SERVQUAL is

recommended as an instrument not only for improving service quality but also

organizational performance and customers satisfaction. Validity of

SERVQUAL scores was vindicated. In one instance it was found that Gaps

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arise from inconsistent perception of expectation and experiences between

Patients and Physicians in Medical services.

In India, Sanjay Jain and Garima Gupta using an Empirical study

reported in Vikalpa (2004) that SERVQUAL Scale outperforms SERVPERF

with higher diagnostic power. Deviprasad and Rajasekar also successfully

developed RAILQUAL for measuring service quality for Indian railways in

2010. RAILQUAL was developed by adding 3 Railways related dimensions to

SERVQUAL. Responses analyzed by factor analysis confirmed the reliability

and validity of the instrument.

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SUMMARY OF FINDINGS TABLE

Sl. No AUTHORS OBJECTIVE TYPE OF STUDY OUT COME

1. Parasuraman A.,

V.A. Zeithamal and

L.L. Berry (1998)

Development of Instrument

to measure consumer

perceptions of service quality

Exploratory and

Qualitative Research

Study

Development of 22 item scale

called SERVQUAL to measure

service quality by assessing

customer perceptions on

various parameters

2. Brown Tom, J.

G.A. Churchill and

J. Paul Peter (1993)

Evaluation of the Conceptual

and Theoretical bases of

SERVQUAL

Conceptual Critique of SERVQUAL

difference Score

conceptualization superiority of

alternative Non- difference

conceptualization score

3. Parasuraman A.

V.A. Zeithaml and

L.L. Berry (1998)

To defend the SERVQUAL

scale against criticisms

Conceptual Demonstrates SERVQUAL

Concept Ideal, Richer and

Better then Non – Difference

Conceptualization Scores

4. Buttle F. Review of the Conceptual and Raises Theoretical and

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1996 appropriateness of

SERVQUAL

Theoretical operational concerns on

SERVQUAL scale

5. Ausboteng P.

K.S. Mcleary and

John E. Swan (1996)

Review of the

appropriateness of

SERVQUAL

Conceptual Rebuts Criticisms of

SERVQUAL and Support its

applicability across different

service industries

6. Joseph Cronin (JR)

and Steven.A. Taylor

(1994)

Review of SERVQUAL and

Development of an

Alternative Scale

Conceptual Questions the appropriateness

of SERVQUAL Instrument and

Support SERVPERF Scale as

opposed to SERVQUAL

7. Pitt, Leyland F.,

Richard D. Watson

and C. Bruce Kenen

Review of the

appropriateness of

SERVQUAL scale

Theoretical All Criticisms against

SERVQUAL Refuted and

SERVQUAL is Supported as

rigorous, appropriate and

perfect

8. Lam S.S.K. (1997) Application of SERVQUAL

Scale to test Hospital Service

Quality

Empirical SERVQUAL found to be a

Consistent and Reliable scale

to measure patient perceptions

of Health care quality in a

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Hong Kong Hospital

9. Kettinger, W.J. and

Choong (1999)

Tests the Application of

SERVQUAL Scale in the

Reasearch on Information

System

Empirical SERVQUAL supported as an

Ideal Instrument to evaluate

Quality and user satisfaction

with Information System

Function

10. Jo Ann Dutty

Michael Dutty and

William Kilbourne

(1997)

Cross National Study to

measure Nursing Home

Service Quality using

SERVQUAL

Empirical and Statistical SERVQUAL Successfully

applied to compare expectation

and Perception Difference of

Service Quality among Nursing

Home Residents of U.S.A and

U.K.

11. Headley, Dean E.

and Bob Choi (1992)

Statistical Approach to Test

Suitability of SERVQUAL

Empirical and Statistical Analyses of Perceptual

Differences between service

providers and customers by

SERQUAL is simple and

useful

12. Bojanic David C. and

Dreus Rosen (1994)

Testing SERVQUAL for

Nursing Restaurant Quality

Empirical SERVQUAL is proved as an

effective tool for measuring

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service quality in restaurant

13. Bouman, Marcel and

Tom Wander wide

Testing SERVQAL

Instrument

Empirical SERVQUAL internment is

found to be ideal and easily

applicable to test service

quality in Dutch car service

firms

14. Yun Lok Lee and

Nerilee Hing (1995)

Testing the usefulness and

Application of SERVQUAL

Instrument in Hotel Industry

Empirical SERVQUAL as an easy and

Inexpensive internment to

measuring service Quality in

Restaurant is Demonstrated

15. Wisniewski MIK Testing SERVQUAL

application in customer

satisfaction with local

Government

Empirical SERVQUAL is found to

contribute to contribute to

continuous improvement in

ensuring services by Scottish

local council

16. Devi Prasad and

Rajasekar (2010

Evaluation of Passenger Rail

Service Quality in Indian

Railways using Modified

SERVQUAL

Empirical RAILQUAL instrument based

on SERVQUAL has found to

be reliable and valid to

improve railways quality

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17. Sanjay Jain and

Garima Gupta

Compare SERVQUAL and

SERVPERF Scales

Empirical SERVQUAL found to

outperform SERVPERF scale

with higher diagnostic power to

pinpoint areas for managerial

interventions

18. Norizan Mohammed

kasim and Jamil

Bojai

Use SERVQUAL to

measuring Gaps in

Telemarketing

Empirical SERVQUAL Instrument found

to suitable to measure Gaps

between consumer perception

of expectation in

Telemarketing.

19. Akbaba, tilla Investigate appropriateness

of SERVQUAL to measure

service quality in Hotale

Empirical Quality dimensions of

SERVQUAL model found to

be applicable and suitable to

measure customers

expectations and quality is

hotel industry in turkey.

20. Headley, D.E. and

S.J. miller

Examine the Reliability and

validity of SERVQUAL In

Empirical The Findings on for 159

matched pair responses

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Health Care indicate that SERVQUAL

Scale, is reliable, valid and

dimension can be adopted to

clinical settling

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CONCLUSION

Though SERVQUAL was criticized, they have been refuted on both

conceptual, Theoretical and Empirical Grounds. The scale has proved to be most

versatile and adaptable with applicability across diverse service industries in

various countries. Its dimensions have been proved diversely valid, its length of

questionnaire relevant and the use of Likert scales appropriate Studies have

confirmed that use of P-E difference scores can lead to measurable and meaningful

penults on service quality SERVQUAL is easily amenable to the rigors of

Hypotheses testing and other statistical methods. If appears that the criticisms do

nothing to invalidate SERVQUAL as a measuring tool but more to do with how

researchers use the tool. NYECK, MORELS LADHEIR and PONS who reviewed

the measure in 2002 note “SERVQUAL Remains the most complete attempt to

conceptualize and measure service quality”

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