Managing Service Quality · 2002 · 179 citations · 15 references
BusinessMarketingQuality ManagementConsumer BehaviorPsychometricsServices MarketingConsumer SatisfactionCustomer Experience ManagementCustomer SatisfactionService EvaluationService Performance MeasurementService QualityCustomer ExperiencePerceived Service QualityPerceived Service Quality MeasurementQuestionnaire ReliabilityQuestionnaire ValidityService Quality ModelsService Quality Perception
This study examines service quality measurement at South African cellular retail outlets. It aims to assess customers’ perceptions and expectations of service quality. The authors reviewed service‑quality measurement models, administered a SERVQUAL‑based questionnaire, and collected telephone interview data from 583 customers. Reliability analysis yielded a high scale reliability of 0.95, and factor analysis revealed that tangibles and reliability formed separate factors while responsiveness, assurance, and empathy loaded together, suggesting these three dimensions are not distinctly perceived by customers.
This study deals with the measurement of service quality at cellular retail outlets in the South African environment. The focus is on perception and expectation of service quality from the customer’s perspective. A literature review was conducted on, models of measurement for service quality. The research was conducted via a structured questionnaire based on the SERVQUAL model. Primary data was gathered via telephonic interviews from a sample of 583 customers. The total scale reliability for this study is 0.95, indicating an overall higher reliability factor than the Parasuraman et al. study. The findings further indicated that two of the dimensions, namely, tangibles and reliability are loading into separate factors. The remaining three dimensions, responsiveness, assurance and empathy all load into one factor, indicating that there is no real differentiation amongst the three dimensions in the customer’s mind.
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