Measuring Perceived Service Quality as a Multi-Attribute Attitude

Abstract

The past decade has witnessed concerted efforts to define and measure perceived service quality (e.g., Gronroos 1984; Parasuraman, Zeithaml, and Berry 1988; Parasuraman, Berry, and Zeithaml 1990). In particular, Parasuraman and his colleagues have initiated a systematic research program in the services marketing area, developing a comprehensive measure of quality based on extensive conceptual work and empirical refinement. This instrument, called SERVQUAL, is considered to be a multidimensional measure of perceived service quality.