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An Evaluation of the Servqual Scales in a Retailing Setting by David W. Finn and Charles W. Lamb, Jr.
David W. Finn and Charles W. Lamb, Jr. (1991) ,"An Evaluation of the Servqual Scales in a Retailing Setting", in NA - Advances in
Consumer Research Volume 18, eds. Rebecca H. Holman and Michael R. Solomon, Provo, UT : Association for Consumer
Research, Pages: 483-490.
Advances in Consumer Research Volume 18, 1991
Pages 483-490
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An Evaluation of the Servqual Scales in a Retailing Setting by David W. Finn and Charles W. Lamb, Jr.
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THE PARSURAMAN, ZEITHAML, AND BERRY (1988) THEORY OF THE DETERMINANTS OF PERCEIVED QUALITY
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An Evaluation of the Servqual Scales in a Retailing Setting by David W. Finn and Charles W. Lamb, Jr.
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An Evaluation of the Servqual Scales in a Retailing Setting by David W. Finn and Charles W. Lamb, Jr.
The purpose of the study reported here was to assess the validity of an instrument designed to measure perceived service quality in a
variety of business settings including retailing. If valid, the instrument could bc used for a variety of purposes such as tracking customers'
perceptions of the quality of service provided by a retailer or measuring consumers' perceptions of the differences in service quality among
competing outlets and organizations. This information would be useful for designing marketing strategies.
The results of this study do not support Parasuraman, Zeithaml, and Berry's (1988) conclusion that SERVQUAL can be used to assess the
quality of firms in a wide range of service categories. Specifically, data gathered regarding different types of retail stores did not fit the
SERVQUAL measurement model.
The immediate implication is that retailers and consumer researchers should not treat SERVQUAL as an "off the shelf" measure of
perceived service quality. Much refinement is needed for specific companies and industries.
In the longer term, further research in retailing and other service categories is needed to examine the construct validity of SERVQUAL.
Unresolved questions include the following: (1) Are the dimensions of service quality the same regardless of service category? (2) Are the
five dimensions of service quality identified by Parasuraman, Berry, and Zeithaml (1988) generic? And (3), does the SERVQUAL
instrument measure the determinants of perceived service quality in all service industries? The results reported here suggest that the
construct validity of SERVQUAL should be examined on an industry by industry basis before it is used to gather consumers' perceptions of
service quality.
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