IMPROVING THE MEASUREMENT OF SERVICE QUALITY

SERVQUAL, which involves the calculation of the differences between ex pectations and perceptions on a number of prespecified criteria, is cu rrently the most popular measure of service quality. However, there ar e some serious problems in conceptualizing service quality as a differ ence score; these are reviewed and empirically investigated in this pa per. An alternative method for measuring service quality is found to h ave favorable psychometric properties and to be more efficient than SE RVQUAL.