A Review On The Existing Service Quality Measurement Models

Science Journal of Business and Management
2019; 7(4): 87-94
http://www.sciencepublishinggroup.com/j/sjbm
doi: 10.11648/j.sjbm.20190704.13
ISSN: 2331-0626 (Print); ISSN: 2331-0634 (Online)
A Review on the Existing Service Quality Measurement
Models
Berhanu Endeshaw
Department of Management, Kotebe Metropolitan University, Addis Ababa, Ethiopia
Email address:
To cite this article:
Berhanu Endeshaw. A Review on the Existing Service Quality Measurement Models. Science Journal of Business and Management.
Vol. 7, No. 4, 2019, pp. 87-94. doi: 10.11648/j.sjbm.20190704.13
Received: July 23, 2019; Accepted: September 6, 2019; Published: September 19, 2019
Abstract: The purpose of this review is to assess the existing service quality measurement models. A review of the literature
was conducted utilizing keywords such as “definitions of quality”, “meaning of quality”, “service quality and features of
service quality”, “measurement models”, specifically, “Gronroo’s”, “SERVQUAL”, and “SERVPERF”. These studies are
selected from well-known databases – such as “Emerald”, “ABI/Inform”, “ScienceDirect”, and “EBSCOhost”. As yet, no
consensus has been reached among scholars on the definition, indicators and factors of the quality of the healthcare services.
Moreover, most of the current models are of Western origin and incongruent with the cultural and economic contexts of
developing countries. From the review it is clear that none of the models are currently perfect in diverse cultures and no
reliable generic model has yet been developed for measuring the quality of service. Generic models have failed to capture the
real dynamism of the pragmatic environment, and can therefore be of limited practical use. Existing service-quality models
have widely been criticised for the number and composition of the dimensions. All these models comprise of pre-defined
dimensions that are non-specific to all service organisations. This is therefore advising organisations to develop their own
models for measuring the quality of their services.
Keywords: Service Quality, Measurement Models, SERVQUAL, SERVPERF
1. Introduction
This paper contains a literature review on the various
definitions of quality, service quality, features of service
quality, quality-measurement instruments (frameworks
and/or models) and also problems in that regard.
2. The Meaning of Quality
There seems to be varying understanding and definition of
what is meant by quality, and even well-known authors
define quality in different ways and views. The concept of
quality has been considered to be one of the most debated
subjects in the literature on services. The reason for this is a
lack of consensus on how to define it [1-2].
The definition of quality has not yet given the same results
throughout [3]. These authors emphasised the fact that
irrespective of the time or context whereby quality is
inspected, quality has got numerous definitions. The nature
of service quality can be elusive because customers’ needs
and expectations are always changing. To keep up with the
change, quality must be constantly managed and continually
improved [4].
Some of the influential contributors and thought leaders
regarding quality- improvement systems and theories about
their existence today include: Crosby, Deming, Feigenbaum,
Ishikawa, and Juran.
Quality was defined as follows:
According to Crosby [5], quality is compliance with the
necessary criteria. It requires the requirements in order to
measure the product or service quality. This shows whether it
demonstrates of high or low quality in accordance with the
set criteria. Crosby categorised quality as being either
acceptable or unacceptable.
Deming [6] defined quality as follows: quality, whether it
is product quality or service quality, is involving several
dimensions to meets customer’s expectations in order to
satisfy customers. The central point in this definition is that
the nature of quality is multidimensional and cannot be
defined with only one feature so as to satisfy customers.

Science Journal of Business and Management 2019; 7(4): 87-94 88
Feigenbaum [7] defined quality based on three points: (1)
quality product and service can be developed using the
integrative efforts of the following departments, namely,
marketing, engineering, manufacturing and maintenance. (2)
Quality should also be defined in accordance with the needs
and expectations of customer. (3) There is also a change in
the definition of quality as customers’ needs and expectations
change from time to time.
Ishikawa’s [8] defined quality in such a way that
manufacturers are striving to produce products with quality
so as to satisfy customers in accordance with their
requirements. Ishikawa’s fundamental point revolves how
manufacturing companies can satisfy in the ever-changing
needs and requirements of their customers. This leads quality
should be defined in detail so as to satisfy customers.
Juran [9] defined quality based two different meanings: (1)
Quality be composed of distinct attributes of product
whereby it meets in accordance with customers’ needs that
results customer satisfaction, (2) Quality involves free from
any deficiencies.
From the above definitions, it is clear that Crosby’s
definition focused entirely on quality as conformance to
specification, while Deming, Feigenbaum, and Ishikawa
defined quality as products and services that need to satisfy
customers’ in accordance with their needs and expectation.
Juran’s definition however rather incorporated specification
and customer satisfaction simultaneously.
Apart from the above definitions by known gurus, there
have also been definitions of quality by various other
scholars. Aksu [10], for instance, defined quality as follows:
Quality is compliance with customer requirements to meet
as planned. Wiele, Dale and Williams [11] presented a
slightly different approach to quality, namely: Quality is
defined as unexpected and that can take customer to a great
pleasure.
In their definition of quality, Pycraft, Singh and Phihlela
[12] and Stamatis [13] tried to be compatible with their views
as follows: quality is done in the same way over time
compliance with customers’ expectations. Pycraft, et al [12]
and Stamatis [13] used the word “conformance” indicating to
meet a specification for the manufacturing industry.
Goodman, O’Brein and Segal [14] supported the
previously mentioned points and stated as follows: quality is
consistently producing in accordance with customer wants,
while bringing down mistakes before and after delivering to
the customer. This definition reflects how customers’ needs
can be fulfilled or exceeded – that is, the manufacturer
delights the customer in order to achieve organisational
reputation.
Dervitsiotis [15] defined quality differently; quality is
defining as meeting or exceeding the needs and expectations
of stakeholders. Stakeholders are who do have an interest in a
business including customers, employees, government, etc.
These stakeholders may have distinctive requirements and
expectations, and it is a demanding task to address in
accordance with their different needs and expectations.
Padma, Rajendran and Lokachari [16] supported the
above-mentioned view, and pointed out that it is necessary to
explore and satisfy customers and other stakeholders in order
to achieve organisational objectives.
According to Grib [17], whose definition is the most
comprehensive one, organisations need to define quality
according to the specific context of the real environment.
Azam, et al [4] and Raja, et al [18], among others. agreed
with Grib’s definition.
On the basis of the above analysis of definitions of quality,
it can be concluded that it is vital to find common elements
for arriving at a definition for this review. This review has
therefore found the following components, namely (1)
quality as perceived by the stakeholders, (2) conformance to
specification, (3) context-specific and (3) meeting customer
satisfaction. Hence, one can integrate and use the above
common elements in order to define the quality of services.
3. Service Quality
Although initial attempts to define and measure service
quality emanated mostly from the goods sector, Parasuraman,
et al [19] were among the early researchers to point out that
the concept of quality predominant in product as highlighted
by researchers such as Garvin [25] is not extendable to the
services sector.
Later, quality in products was considered to differ from
quality in services [20-22], significantly so because as far as
the physical product is concerned, the manufacturing-
oriented concept does not always appropriate to the nature of
services. For instance, characteristics of the service process
such as heterogeneity and the inseparability of production
and consumption have made it hard to easily conceptualise
the service process and its outcome as a solution to customer
problems.
Another problem that was highlighted concerned the
management of service quality, where quality of service is so
difficult to identify and measures due to inherent features of
services such as intangibility, perishability, simultaneity, and
heterogeneity that make them differ from goods [23].
Quality of products can be measured objectively by
indicators [20], however, quality of service is an abstract and
difficult to construct due to unique characteristics such as
intangibility, perishability, simultaneity, and heterogeneity
[19, 24].
Redman [4] and Perrot [25] also supported the concept that
the nature of service quality can be difficult because
customers’ needs and expectations are always changing. It
follows that a large number of researchers attempted to
develop ways for measuring the quality of service in their
contexts.
Surprisingly, until now agreement has not reached on
how to measure the quality of service [1, 2, 26-30]. Yet
all researchers agree that the structure of service quality
is a multidimensional and complex one [31]. This then
lead to have a sound instrument to measure the quality of
service.

89 Berhanu Endeshaw: A Review on the Existing Service Quality Measurement Models
4. The Features of Service Quality
Although the four features of services, namely (1)
intangibility, (2) perishability, (3) heterogeneity and (4)
simultaneity were recognised to be important enough in
developing a construct of service quality, the feature
differences between services and products unable to
adequately demarcate services from products and that the
demarcation point out the manufacturer’s interest, rather than
the user’s interest [32]. According to Lovelock and
Gummesson [33], the traditional way of dividing products
and services as long and out of date and this provides an
opportunity to redefine services from a customer-based
perspective.
What is universally acceptable, however, is that service
quality is intangible because services are not easy to evaluate
[34-35]. Because of this reason, service providers encounter a
problem in finding out the perception of customers in their
services [19].
The case for heterogeneity in services was primarily based
on variations in the performance of the producers. Zeithaml
and Bitner [36] however argued that no two customers are
identical in their perception and hence would be defined
differently, because the unique demands or experiences of the
service would have been offered in a unique way.
Subsequently, Solomon and Stuart [37] argued that
standardisation was undesirable for many services as most
individuals preferred customisation.
One of the other features of services is perishability that
cannot be kept for future use. Services are also perishable
because many of them are simultaneously provided and
consumed. It should be noted that many researchers regard
perishability as a distinct feature that differentiates products
from services.
Characteristics of the service process such as heterogeneity
and inseparability of production from consumption have
made it hard to conceptualise the service process and its
outcome as a solution to customer problems.
According to Redman [4], Perrot [25] and Parasuraman,
Zeithaml and Berry (38), the four distinctive characteristics
discussed above meant that service quality is a more
indefinable than product quality.
5. Models for Measuring the Quality of
Service Quality
This section contains a review of various instruments
(frameworks and/or models) for measuring the quality of
services and the constructs of models developed by various
leading academics. Measurement has been viewed as a
precondition for management (it is impossible to manage as
you cannot measure) as it gives the premise through which
one can control and also used as a basis for improvement
[39].
Several reasons have been given for the necessity of
measurement, some of which are as follows: (1) to determine
the results of quality-improvement practices, (2) to figure out
what to focus on and improve, (3) to give a sign of
bottlenecks and the cost of poor implementation, and (4) to
set a standard that can help to compare something with.
Models (frameworks) not only help to learn which factors
play a significant role in customer satisfaction, but also
provide the guidelines for improvement. They give a
simplified representation of the actual condition. Service
quality models then help managers to recognize problems
with regard to the quality of service and assist them to
improve their efficiency, profitability and overall
performance [40]. Various models have been developing and
using to measure the quality of services. The problem in this
case is that which among the models is best that could help to
inform mangers for better decisions. The question that
requires to be answered here is that ‘Do the existing service
quality measurement models suffice for measuring the
quality of services? And for which service the model works
best?
The following section presents a review of models and/or
frameworks for measuring the quality of services. They were
developed in different times.
5.1. Gronroos’s Model
Gronroos’s model was developed by Gronroos in 1984 and
considered as the first model for measuring the quality of
service [41]. The model highlighted how consumers compare
services experienced with services expected when evaluating
service quality, basically supporting the disconfirmation
paradigm.
The model divided customers’ experiences of a service
into three dimensions, namely (1) technical quality, referring
to the service delivery process, (2) functional quality,
denoting how the service is delivered and (3) corporate
image, which should have a positive impact on consumer
perceptions.
Corporate image was not included in this review, because
it is unchanging over time [42]. Functional and technical
quality, however, are event-based and thus more controllable
by the service provider and customers.
Gronroos [43] suggested that functional quality is by and
large perceived quality to be more important than technical
quality, the assumption being that technical quality is
provided to the acceptable lever. According to Gronroos’s
model, how the services delivered are getting more attention
in the quality of services.
According to Parasuraman, et al [38], customer-perceived
service quality consisting of two dimensions, namely a
process and an outcome dimension, whereas Gronroos [44]
noted as functional and technical quality. Gronroos’s model
however only distinguished the components of service
quality as technical and functional, without mentioning the
tools (indicators) for measuring these components.
Thus, a combination of the above will be a basis for
developing an appropriate framework for measuring the
quality of services.

5.2. SERVQUAL Model
The SERVQUAL model was first developed by
Parasuraman, et al [38] and later refined by them in 1994.
The model was intended to measure customers’ perception of
the quality of service in the context of American service
organisations, with the emphasis on functional quality [45].
The SERVQUAL scale founds as an important discovery in
the literature on how to measure the quality of service and is
widely applied in different service organizations.
On the SERVQUAL model, Parasuraman, et al [19]
presented that the quality of service is the differences
between expectation and performance. This is known as the
GAP model. Parasuraman, et al [19] identified ten
dimensions for measuring the quality of service, namely (1)
reliability, (2) responsiveness, (3) competence, (4) access, (5)
courtesy, (6) communication, (7) credibility, (8) security, (9)
understanding the customer, and (10) tangibles. In 1988, the
same authors regrouping them into five dimensions, namely
(1) reliability, (2) responsiveness, (3) tangibles, (4)
assurance, and (5) empathy.
Parasuraman, et al [38] identified 22 indicators for
measuring customers’ expectations and perceptions. The
factors and indicators of the factors included the following:
reliability (four indicators), responsiveness (four indicators),
tangibles (four indicators), assurance (five indicators), and
empathy (five indicators). The instrument was administered
twice, first for measuring expectations and secondly for
measuring perceptions.
In the GAP model, as stated above the emphasis is on the
relationship between a person’s experiences as compared
with his or her expectations [19, 46, 47]. As explained earlier
in this section, when the perceived or experienced service is
less than the expected service, the implication is that less
than satisfactory service quality has been delivered. In the
contrary, leads delight [38].
Wisniewski [48] and Lin, Chiu and Hsieh [49], supported
the SERVQUAL model as it is valid and reliable for
measuring the quality of service.
Wisniewski [48] further argued that, with minor
modifications, SERVQUAL become adapted to any service
organisation. Managers of service organisations just need to
be mindful of how they use SERVQUAL in their particular
context. It may also be required to conduct exploratory study
in order to make sure that whether the SERVQUAL
dimensions working and adding suitable ones in the intended
service settings [50-51].
Many studies adapted and used SERVQUAL in a variety
of contexts, reflecting the SERVQUAL measurement scale as
their foundation, for example, banking [52]; hospitality [53]
and education [59].
5.3. SERVPERF Model
Even though the SERVQUAL model can be adapted and
considered as a foundation, many published SERVQUAL-
based studies on various conceptual and operational grounds
criticised the instrument’s psychometric soundness and
usefulness. There were questions about the need for
SERVQUAL’s expectations component [30, 55],
SERVQUAL’s interpretation and operationalization of
expectations lacking discriminant validity [56], and the
generalizability of SERVQUAL’s dimensions [57-58].
Moreover, Babakus and Boller [59] and Brown, et al [60]
performed a confirmatory factor analysis (CFA) on
SERVQUAL’s dimensions and found it to be a poor model
fit. These authors recommended a two-dimensional structure,
namely, positively-worded items and negatively-worded
items leading to a different score formulation with respect to
the reliability and validity of SERVQUAL’s.
The SERVQUAL model was also criticised for not
incorporating the technical quality of the service. Even
though the designers of the SERVQUAL scale assumed that
it comprised of both the functional and the technical
dimensions, it was deemed to lack any measure of technical
quality [49]. Criticism was also raised against the stability of
the dimensions of the SERVQUAL model and its focus on
functional quality [61].
Rust, Zahorik and Keiningham [62] supported the idea of
using a perception -minus expectation score but desired to
measure the gap directly by requesting the respondents to
provide their expectation in relation to actual performance.
They suggested that the scale can reduce the length of the
questionnaire and tend to be more reliable. Some authors [63]
exhibited that earlier items could affect the respondents’
feedback on the successive items. The varied comments
about SERVQUAL led to further investigation of the factors
of the quality of service and a means for some researchers to
develop their own factors of quality of service.
Among some researchers, Cronin and Taylor [30]
developed a performance only model called SERVPERF that
helped to overcome the shortcomings of SERVQUAL.
Above, it was pointed out that SERVQUAL directly
measures both perceptions of expectations and performance,
whereas SERVPERF measures only performance. It is
assumed that the respondents are automatically comparing
perceptions and expectations in to give their ratings.
Teas [56] argued in the SERVQUAL model that the
justification given for expectation to measure the quality of
service is inappropriate. In the past, several researchers (e.g.
Dabholkar, Thorpe and Rentz [64] and Janda, Trocchia and
Gwinner [65]) used performance-only scores and reported
that approach to be superior to the disconfirmation approach
for measuring service quality. A further criticism against
SERVQUAL was that it fails to catch the changing of
customers’ expectation from time to time.
Cronin and Taylor [30] however maintained that the
SERVPERF model had a reliability rate between 0.88 and
0.96 (demonstrating a high level of internal consistency
reliability), and had a good convergent and a good
discriminant validity. Brady, et al [66] replicated Cronin and
Taylor’s [30] research and confirmed that SERVPERF is
superior to SERVQUAL scale. It is therefore considered as
an appropriate model to measure the quality of services.
A number of authors [24, 29, 67] also demonstrated that

Cronin and Taylor’s performance-only model (SERVPERF)
was better than SERVQUAL. SERVPERF has a higher
validity and reliability than the SERVQUAL scores - in fact,
the service-quality measurement tool is based on
SERVQUAL.
6. Conclusions and Criticisms
Existing service-quality models have widely been
criticised for the number and composition of the dimensions.
All these models comprise of pre-defined dimensions that are
non-specific to all service organisations. Even though the
SERVQUAL model proved to be a robust measure for quality
of service, many published SERVQUAL-based studies on
various conceptual and operational grounds critically
examined the psychometric soundness and usefulness of the
instrument.
Further study of the SERVQUAL model was not helpful of
its authors’ claims. So that researchers produced different
dimensions regarding expectations, perceptions and their
differences in different settings. Consequently, SERVQUAL
applicability to all cases and its divergent and convergent
validity of the model were also questioned [30, 59, 68].
According to Martínez and Martínez [69], Babakus and
Boller [59], Cronin and Taylor [30], Dabholkar, et al [70] and
Teas [71], the major disparagement has been the use of
perceptions minus expectations gap scores, the length of the
instrument to collect data, the predictive ability of the
instrument, and the validity of the dimensions.
A further criticism against the SERVQUAL scale had to do
with its reliability and validity [30, 56]. Cronin and Taylor
[30] argued that the conceptualisation and put in to use the
SERVQUAL scale was inadequate. This was confirmed as
most authors could not replicate the five dimensions of the
SERVQUAL model in different settings [30, 57, 59] and
validity (30, 56].
The various tests carried out by Brandon-Jones and
Silvestro [72] showed that both the SERVQUAL and
SERVPERF model were reliable and valid, the latter being
slightly higher performer. For such reason, SERVQUAL was
considered insufficient.
The research discoveries demonstrated that SERVQUAL
dimensions to be inconsistent, and SERVPERF to be a more
precise model for measuring the quality of service as
compared with SERVQUAL [30, 41].
As a result of ambiguity in the expectation section of the
SERVQUAL model, researchers such as Carman (57)
Babakus and Boller [59], Brown, et al [60], and Bolton and
Drew (73), advocate the need for the development of a more
appropriate model.
Cronin and Taylor disproved the SERVQUAL model and
proposed a measure of quality of the service called
SERVPERF. SERVPERF scale is an alternative to
SERVQUAL model. The model reduced the number of items
by 50% and was more efficient than SERVQUAL. There is
considerable support over time appeared in the SERVPERF
scale [46, 59, 74, 75]. Zeithaml, one of the originators of the
SERVQUAL scale, admitted to the superiority of the
SERVPERF model. Hence the SERVPERF scale was
accepted even among researchers who previously had other
views.
In general, although SERVQUAL and SERVPERF were
considered as a common model to measure the quality of all
types of services, it is vital to understand the model as a
foundation that requires modification to fit into different
settings.
Habbal [76] and Ladhari [77] no longer wished to rely on
the SERVQUAL scale as a great deal remained to be
addressed and learnt about the patient-physician relationship.
Although each of the above-mentioned models made a
paramount contribution in the field of quality of service, it
must be well known that they were developed specifically for
the measuring of quality of service in a particular culture and
sector and therefore whether and to what extent they are
applicable to other cultures and sectors remains
undetermined [78].
Karami, et al [79] definitely pointed out that cultural
values have an inﬂuence on service-encounter quality
perceptions. According to Murti, et al [80], service-quality
dimensions developed in one culture may not be applicable
in another culture. This has also support according to
Malhotra, et al [81]; Smith and Reynolds [82]; Ueltschy and
Krampf [83] that the models that work in Western culture for
instance may not work in another.
According to Van Duong, et al [84], Herbig and Genestre
[85] and Witkowski and Wolfinbarger [86] service quality
dimensions developed in accordance with the context of that
country culture can have influence on quality of services.
From the review it is clear that none of the models are
currently perfect in diverse cultures and, as stated by Jain and
Aggarwal, [78], no reliable generic model has yet been
developed for measuring the quality of service.
Recently, Jain and Aggarwal [78] contended and listed the
following points with respect to SERVPERF: (1) no
explanation is given as to how resources can be integrated to
excel in technical and functional service quality, (2) the
model is not working for different types of services and need
to be adapted in accordance with each service settings, (3)
the model does not fit as far as different cultures are
concerned, (4) the model requires to be examined in those
industries which do involve highly (5) multiple measures of
the dimensions have not yet studied.
Some researchers were of the opinion that prior research
suggested that service quality is dependent on the service
type and context, especially for people-delivered services
[87-88].
Brady, Cronin and Brand [66] and Brown, et al [60] stated
that according to the prevailing literature, the existing models
used for measuring the quality of services that do not account
for a specific context results in wrong conclusions. Dagger,
Sweeney and Johnson [89] also supported the fact that
businesses need to use a context-specific service-quality
measurement in order to best understand consumers’
perception of the service business.

According to Brady, et al [66] and Cronin and Taylor [90],
SERVPERF still posed a problem in that it used only 22
items of the SERVQUAL model. The criticisms raised
against SERVQUAL were also raised against SERVPERF.
The model could therefore be of limited benefit when trying
to adapt it for practical usage.
Also, similar to the SERVQUAL scale, the SERVPERF
model was developed based on customer perspective
(functional quality) only, and not on technical quality.
Moreover, no other stakeholders’ opinions were considered
for developing the model. As a whole, the model was so
generic that it may not be applicable in different contexts.
All in all, it is thought that the existing literature has
shown gaps regarding how to measure the quality of services
as per the realistic environment in which the problem is
found.
From the review it is clear that none of the models are
currently perfect in diverse cultures and economy and no
reliable generic model has yet been developed for measuring
the quality of service.
7. Recommendation
It is recommended that every country and even every
service delivery organization need to develop an appropriate
framework for measuring the quality of their service
according to their respective contexts.
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