Weaknesses of Servqual whıch Resources from Cognıtıve Dıfferences

Abstract

The quality standards of service industry are strictly customer-centric. Their expectations shape the service designs and their satisfaction shapes the competititon. SERVQUAL measures the service quality and it is one of the most important factors that shapes the service industry. SERVQUAL focuses on the perceptions of the customers, and if the perceptions of the customers are rational, it provides reliable results. But the cognitive differences may cause irrationality or perceptional differences, because of personality disorders or cultural differences. Thus, some common cognitive differences are the weaknesses of SERVQUAL. These weaknesses are elaborated with this study.