Quality of Services: a comparative analysis between SERVQUAL and SERVPERF
DOI:
https://doi.org/10.51359/2594-8040.2017.231693Keywords:
Quality, SERVQUAL, SERVPERFAbstract
Since the 1980s it has been discussed how to measure the quality of the services provided, especially since more and more some type of service is associated with the products sold. However, the scale proposed by Parasuraman, Zeithaml and Berry, named SERVQUAL, is not unanimous until today. In addition to the criticisms on various aspects, including statistics, the SERVPERF scale achieves equal or better results than its predecessor, but it is not unanimous either. In summary, SERVQUAL presents 22 variables arranged in the following dimensions: tangible, reliability, receptivity, security and empathy. SERVPERF uses the same variables and dimensions, however, instead of analyzing the gap between the expectations and the performance of the service performed, it captures the perception of the customer only after consumption of the service. The present essay, from the service marketing literature, sought to point out the advantages and disadvantages of each of these scales and thus propose to the scientific community a new and more reasoned debate about the presented scales. The study demonstrated the growth of interest in the theme and as contribution pointed out the main advantages and disadvantages of each of these scales.References
Abreu, A. A., & Andrade, D. M. (2017). Tudo começa na SERVQUAL: análise bibliométrica sobre o tema qualidade em serviços. In: Seminários em Administração (SEMEAD), XX, São Paulo (SP), 8-10 Nov.
Angur, M., Nataraajan, R., & Jahera, J. (1999). Service quality in the banking industry: an assessment in a developing economy. The International Journal of Bank Marketing Bradford.
Babakus, E., & Mangold, W. G. (1992). An empirical assessment of the SERVQUAL scale. Journal of Business Research, 24.
Babich, P. (2001). Customer Satisfaction – How Good Is Good Enough? Quality Progress (December 1992, p. 65-67).
Bagozzi, R. R.; Yi, Y. (1988) On the Evaluation of Structural Equation Models. 1988. Journal of the Academy of Marketing Science, v. 16, n. 1, p. 744-94.
Bateson, J., & Hoffman, K. (2001). Marketing de Serviços. 4. ed. Porto Alegre: Bookman.
Bitner, M. J. (1990). Evaluating Service Encounter: The effects of physical surroundings and employee responses. Journal of Marketing, 54, p. 69-82.
Bitner, M. J., Boams, B.H., Tetreault, M. S. (1990). The Service Encounter: Diagnosing Favorable and Unfavorable Incidents. Journal of Marketing, 54 (1), p. 71-84.
Brown, T. J., Churchill, Jr., Gilbert A., & Peter, J. Paul. (1993).
Research note: improving the measurement of service quality. Journal of Retailing, 69 (1), spring.
Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66 (1).
Cronin, J., & Taylor, S. A. (1992). Measuring service quality: reexamination and extension. Journal of Marketing, 56 (3), July.
Cronin, J., & Taylor, S. (1994). SERVPERF versus SERVQUAL. Journal of Marketing, 1, p. 125-31.
Dutra, H. (2001). Percepção de Qualidade no Serviço Educacional: um estudo sobre o Curso de Administração da Faculdade de Ciências Humanas ESUDA. Dissertação... Dissertação (mestrado), Universidade Federal de Pernambuco.
Farias, S., & Santos, R. (1998). Atributos de Satisfação nos Serviços de Hotelaria: uma perspectiva no segmento da 3ª idade. In: Encontro Anual da Associação Nacional de Pesquisa e Pós-Graduação em Administração (EnANPAD), Foz do Iguaçu (PR), 27-30 Set.
Finn, D. W., & Jamb Jr., C. W. (1991). An evaluation of SERVQUAL scales in a retail setting. In: Holman, R. H. & Solomon, M. R. (eds.). Advances in consumer research UT: Association for Consumer Research.
Holbrook, M. B., & Corfman, K. P. (1985). Quality and value in the consumption experience: phaldrus rides again. Massachusetts: Lexington Books.
Ingaldi, M. K. (2016). Use of the SERVPERF method to evaluate service quality in the transport company. Independent Journal of Management & Production (IJM&P), 7(1), January/March.
Lam, S. S. K., & Woo, K. S. (1997). Measuring service quality: a teste-retest reliability investigation of SERVQUAL. Journal of the Market Research Society, 19(2), April.
Lewis, Robert C., and Booms, Bernard H. (1983). The Marketing Aspects of Service Quality, Emerging Perspectives on Services Marketing. L. Berry, G. Shostack, and G. Upah, eds. American Marketing Association, Chicago, IL., pp. 99-107.
Llusar, J., & Zornoza, C. (2000). Validity and reliability in perceived quality measurement models - An empirical investigation in Spanish ceramic companies. The International Journal of Quality & Reliability Management Bradford.
Lovelock, C., & Wright, L. (2001). Serviços: Marketing e Gestão. São Paulo: Saraiva.
Marchetti, R., Prado, P. H., & Silva, A. R. (1998). Aspectos estratégicos e operacionais da avaliação da satisfação do usuário dos serviços públicos essenciais. In: Congresso Internacional Del CLAD, VI, Venezuela.
Matos, C. A., & Veiga, R. T. (2000). Avaliação da qualidade percebida de serviços: um estudo em uma organização não-governamental. Caderno de Pesquisas em Administração, 7(3).
Mondo, T. S., & Fiates, G. G. S. (2017). TOURQUAL: proposta de um protocolo para avaliação da qualidade dos serviços em atrativos turísticos. Brazilian Business Review, 14(4), p. 448-465.
Oliver, R. (1996). Customer Satisfaction Theory and Measurement. Journal of Marketing Management, Spring.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), winter.
Pascale, Q., & Simon, R. (1997). Service marketing in the Australian advertising industry: a methodological study. The Journal of Services Marketing, 11(3), p.180-192.
Peters Filho, T. A. (2002). Proposição de modelagem da mensuração de valor percebido e envolvimento do consumidor em serviços. FECAP, 3(1), Janeiro.
Rust, R., & Zahorik, A. (1993). Customer Satisfaction, Customer Retention, and Market Share. Journal of Retailing, 69(2), Summer.
Santos, A. R., Costa, J. I. P., & Mondo, T. S. (2014). Tipologia dos serviços públicos à luz do marketing de serviços: uma proposição inicial. Revista Eletrônica Ciências da Administração e Turismo, 2(2), p. 15-32.
Solomon, M. R. (1998). Consumer behavior, bying, having e being. New Jersey: Prentice Hall.
Swan, J., & Oliver, R. (1991). An Applied Analysis of Buyer Equity Perceptions and Satisfaction with Automobile Salespeople. Journal of Personal Selling & Sales Management, 11(2), Spring.
Teas, R. K. (1993). Expectations, Performance Evaluation, and Consumers' Perceptions of Quality. Journal of Marketing, 57(4), 18-34.
Zeithaml, V., & Bitner, M J. (2003). Marketing de serviços: a empresa com foco no cliente. Porto Alegre: Bookman.
Downloads
Published
Issue
Section
License
Copyright (c) 2017 Christiane de Melo Rêgo Souto, Jorge da Silva Correia-Neto
This work is licensed under a Creative Commons Attribution 4.0 International License.
- Os autores autorizam a publicação do artigo na revista.
- As opiniões e as ideias expressas nos artigos são de inteira responsabilidade dos autores.
- Os autores garantem que o artigo não é fruto de plágio. Caso contrário, poderá sofrer as sanções cabíveis à situação.
- Os editores têm permissão para efetuar ajustes textuais e de formatação para adequar o artigo às normas de publicação da revista.
- Esta revista, seguindo as recomendações do movimento de Acesso Aberto, proporciona seu conteúdo em Full Open Access. Assim os autores conservam todos seus direitos permitindo que a JPM possa publicar seus artigos e disponibilizar pra toda a comunidade.
- Os conteúdos da JPM estão licenciados sob uma Licença Creative Commons Attribution 4.0 Internacional (CC BY 4.0).
Assim, qualquer usuário tem direito de:
- Compartilhar — copiar, baixar, imprimir ou redistribuir o material em qualquer suporte ou formato
- Adaptar — remixar, transformar, e criar a partir do material para qualquer fim, mesmo que comercial.
De acordo com os seguintes termos:
- Atribuição — Você deve dar o crédito apropriado, prover um link para a licença e indicar se mudanças foram feitas. Você deve fazê-lo em qualquer circunstância razoável, mas de maneira alguma que sugira ao licenciante a apoiar você ou o seu uso.
- Sem restrições adicionais — Você não pode aplicar termos jurídicos ou medidas de caráter tecnológico que restrinjam legalmente outros de fazerem algo que a licença permita.
________________________
Copyright Statement
- The authors authorize the publication of the article in the journal.
- The opinions and ideas expressed in articles are the sole responsibility of the authors.
- The authors guarantee that the article is not the result of plagiarism. Failure to do so may result in penalties for the situation.
- Editors are allowed to make textual and formatting adjustments to fit the article into the publication standards of the journal.
- This journal, following the recommendations of the Open Access movement, provides its content in Full Open Access. Thus, authors retain all their rights, allowing JPM to publish their articles and make them available to the entire community.
- JPM's contents are licensed under a Creative Commons Attribution 4.0 International (CC BY 4.0) license.
Thus, any user has the right to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
Under the following terms:
- Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
