EMERGING TRENDS AND CONCLUSIONS:THE CONCEPTUAL MODEL OF SERVICE QUALITY

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THE CONCEPTUAL MODEL OF SERVICE QUALITY

Parasuraman et al. (1985) distinguish three premises concerning service quality:

1. Service quality is more difficult for the consumer to evaluate than goods quality.

2. Service quality perceptions result from a comparison of consumer expectations with the actual service performance.

3. Quality evaluations are not made solely on the outcome of a service; they also involve eval- uations of the process of service delivery.

From these three, Parasuraman et al. (1985) develop the conceptual model of service quality based on executive interviews and focus group interviews. In this model, GAP5 (perceived service quality)

is defined as perception (P) minus expectations (E ) and is determined by the magnitude and direction of internal gaps, GAP1–GAP4. The four internal gaps can be described as follows:

1. Marketing information gap (GAP1): the difference between actual customer expectations and management perception of customer expectations

2. Standards gap (GAP2): the difference between management perception of customer expecta- tion and service quality specifications

3. Service performance gap (GAP3): the difference between service quality specifications and the service actually delivered

4. Communication gap (GAP4): the difference between the service delivered and what is com- municated about the service to customers GAP5 (perceived service quality) is multidimensional in nature. Parasuraman et al. (1985) distin- guish 10 underlying dimensions of perceived service quality. These dimensions are summarized in Table 1. Using these original 10 dimensions, Parasuraman et al. (1988) developed a measurement instrument for perceived service quality: SERVQUAL.

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