Badanie jakości usług metodą Servqual - więcej zalet czy wad?

• Autorzy: Stoma M.

Warianty tytułu

EN

Reasearches of service quality by SERVQUAL metod

• Języki publikacji: PL

Abstrakty

EN

SERVQUAL has emerged as the most popular and most widely used method for measuring service quality. This scale was developed by Parasuraman et al. in 1985, and refined in 1988, 1991 and 1994. It is a survey instrument which claims to measure the service quality in any type of service organization on five generic dimensions (tangibles, reliability, assurance, responsiveness, empathy). The review of the literature reveals that the SERVQUAL instrument draws attention from both academics and practitioners. Since its creation, this method has been the object of various criticisms raised by a number of authors. Therefore, this paper presents some problems identifies and discussed in the literature. SERVQUAL has been extensively criticised on both theoretical and operational grounds (Buttle; 1996). Other authors claim that the difficulties associated with the SERVQUAL measure that are identified in the literaure can be grouped in four main categories: (1) the use of difference or gap scores, (2) poor predective and convergent validity, (3) the ambiguous definition of the "expectations" construct and (4) unstable dimensionality (Van Dyke et al.; 1999). Besides the discussed weaknesses, SERVQUAL has some particular advantages, which were also presented in this paper (e.g. information on service quality gaps can help managers diagnose where performance improvement can best be targeted). To sum up the foregoing, it has to be pointed that despite the criticisms levelled at the method, SERVQUAL is still regarded as a very useful tool and a leading measure of service quality. But in each situation this method needs to be adapted for the type of research conducted, the specific service environments and the cultural context.

Słowa kluczowe

PL

Servqual; jakość usług

EN

servqual; service; quality

• Wydawca: Wydawnictwo SIGMA-NOT
• Czasopismo: Problemy Jakości
• Rocznik: 2009
• Tom: R. 41, nr 10
• Strony: 8--11
• Opis fizyczny: Bibliogr. 20 poz.

Twórcy

autor

Stoma M.

Bibliografia

• 1. Asubonteng R, McCleary K.J., Swan JE., SERVQUAL revisited: A critical review of service quality, Journal of Services Marketing 1996, vol. 10(6)
• 2. Babakus E., Boller , An Empirical Assessment of the SERVQUAL Scale, Journal of business Research 1992, vol. 24 (3)
• 3. Bresinger R.R, Lambert D.M., Can the SERVQUAL scale be generalized to business-to-business services?, w: Knowledge development in marketing, AMAs Summer Educators Conference Proceedings, Boston, MA 1990
• 4. Brown T.J., Churchill G.A., Peter J.P., Improving the measurement of service ąuality, Journal of Retailing 1993, vol. 69 (1)
• 5. Buttle R, SERVQUAL: review, critique, research agenda, European Journal of Marketing 1996, vol. 30 (1)
• 6. Carman J.M., Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions, Journal of Retailing, 1990, vol. 66(1)
• 7. Caruana A., Ewing M.T., Ramaseshan B., Assessment of the Three-column Format SERVQUAL: Ań Experimental Approach, Journal of Business Research 2000, vol. 49
• 8. Coulthard L.J.M., A review and critique of research using SERVQUAL, International Journal of Market research 2004, vol. 46(4)
• 9. Cronin J.J., Taylor S.A., Measuring Service Quality: A Reexamination and Extension, Journal of Marketing 1992, vol. 56 (3)
• 10. Cronin J.J., Taylor S.A., SERYPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measnrement of service quality, Journal of Marketing 1994, vol. 58 (1)
• 11. Finn D.W., Lamb C.W., An evaluation of the SERVQUAL scales in retailing setting, Advances in Consumer Research 1991, vol. 18
• 12. Newman K., Interrogating SERVQUAL: a critical assessment of service quality measurement in a high street retail bank, International Journal of Bank Marketing, 2001, vol. 3
• 13. Parasuraman A., Berry L.L., Zeithaml V.A., Refinement and reassessment of the SERVQUAL scalę, Journal of Retailing 1991, nr 67 (4)
• 14. Parasuraman A., Zeithaml V.A., Berry L.L., Delivering Quality Service. Balancing Customer Perceptions and Expectations, The Free Press 1991
• 15. Parasuraman A., Zeithaml V.A., Berry L.L., SERVQUAL: A Multiple-Item Scalę for Measuring Consumer Perceptions of Service Quality, Journal of Retailing 1988, vol. 64(1)
• 16. Peter J.R, Churchill G.A., Brown T.J., Caution in the use of differnce scores in the consumer research, Journal of Consumer Research, 1993, vol. 19(1)
• 17. Teas R.K., Expectations, performance evaluation and consumer's perceptions of quality, Journal of Marketing, 1993, vol. 57(4)
• 18. Teas R.K., Expectations as a comparison standard in measuring service quality: An assessment of a reassessment, Journal of Marketing, 1994, vol. 58(1)
• 19. Van Dyke T.P., Prybutok V.R., Kappelman L.A., Cautions on the Use of the SERVQUAL Measure to Assess the Quality of Information System Services, Decision Sciences 1999 - Summer, vol. 30 (3)
• 20. Wall T.D., Payne R., Are deficiency scores deficient?, Journal of Applied Psychology, 1973, vol. 58 (3).