Empirical Studies Repudiating Serviqal

Published Date: 02 Nov 2017

After its invention in 1988, SERVQUAL scale has been consistently applied for measurement of quality of service provided by service providers. The scale has proved to be versatile and has been used across various countries to quantify and gauge service quality in diverse service sectors. While numerous critics have assailed SERVQUAL on various parameters, the proponents of SERVQUAL including SRVQUAL authors have refuted the criticisms with vigor. This paper elaborates on the various aspects of criticism and defense of SERVQUAL. Using internationally applied SRL(Systematic Review of Literature) approach the paper identifies, appraises, selects and synthesizes all high quality Research related to SERVQUAL. SRL throws up the conclusion that use of SERVQUAL can lead to measurable and meaningful results in service quality.

Keywords: servqual, srl (systematic Review of Literature) Service Quality.

DR.M.Basheer Ahmed Khan –Vice-Chancellor S.K.M. University Dhumka Jharkand

E.Mail:[email protected] Mobile:08986842322.

S.Raghunandan, Research Scholar,Department of Management Studies School . of Management Pondicherry University

E.Mail:[email protected] Mobile:09444067670.

SERVQUAL REVISITED A. SYSTEMATICE REVIEW OF LITERATURE

INDRODUCTION:

A systematic Review is a literature Review Focused on a research question that tries to Identify, Appraise, select and synthesize all High quality Research evidence related to the question. This is used in Business management. Systematic reviews are qualitative reviews which adhere to the standards for gathering analyzing and reporting Evidence. Systematic review includes steps, of defining review question, selection of collected research studies, presenting results and summary of Findings table and interpreting results and drawing conclusions. Systematic studies present a constant picture of the Body of Evidence by using realist reviews and meta Narrative Approach to overcome problem of methodology and heterogeneity in diverse literature

Steps in Systematic literature Revises

Outline objectives of literature review

Search and obtain Articles based on specific criteria

Summarize highlights from selected articles

Analyst Data

Present results and summery of Findings table

Interpret results and Draw contusions

SERVQUAL or Rater is a service quality framework. SERVQUAL was developed in the mid 80’s by A Parasuraman, L.L Barry and V. Ziethaml. SERVQUAL was a 22 item scale which was developed as a pioneering effort to measure service quality generically across various service Industries. SERVQUAL assesses customer perceptions of service quality in service and retailing organizations. SERVQUAL was developed after an elaborate contemplation of conceptualization and operationalization of service quality by its authors.

This is used to measure the scale of quality in the service sectors. SERVQUAL originally measured on ten aspects of service quality namely reliability, responsiveness, competence, access, courtesy, communication, credibility, security, understanding the customer and tangibles.

By the early1990’s the Authors have refined the model to the Acronym RATER

RELIABILITY

ASSURANCE

TANGIBLES

EMPATHY

RESPONSIVENESS

The above five factors were identified based on Factor Analysis of the original scale applied on Focus groups across several industries by the authors of the SERVQUAL scale

The basic assumption of the measurement was that customers can evaluate a Firms service quality by comparing their perceptions with their Expectations.

SERVQUAL has its detractors and it is considered overly complex, subjective and statistically unreliable. However its proponents rate it as a simple, useful and efficient model for qualitatively exploring and assessing customer’s service experience and has been used widely by service delivery organizations.

OBJECTIVE : To review the relevance of SERVQUAL scale for service quality measurement

DATA SOURCES : Articles in journals Books Databases,

websites.

STUDY SELECTION : Studies with significantly strong positions on SERVQUAL, Empirical studies based on accepted sampling methods that reported original data and used statistical tests were selected.

DATA SYNTHESIS : Totally 269 Articles were revised for study and out of this 111 were taken up for Review

The Articles were divided into:

Articles by SERVQUAL critics

Empirical studies repudiating SERVIQAL

Articles by authors of SERVQUAL

Studies upholding SERVQUAL and Empirical studies validating SERVQUAL

The first article on SERVQUAL which Introduces the SERVQUAL scale was authored by A. Parasuraman V. Zeithmal and L.L. Berry in 1988. Even since it was written the scale was attacked by a plethora of critics on various Parameters. Critics have noted that SERVQUAL’s Five Dimensions (Reliability, Assurance, Tangibles, Empathy & Responsiveness) are not universal and the Model fails to draw on established economic, statistical and psychological theory. The main criticisms are on the object of measurements, length of questionnaire, timing of questionnaire administration, use of LIKERT scales, use of P-E difference scores, Generalization of service quality dimensions and static nature of the model. It was held that it was not clear whether SERVQUAL measures service quality or customer satisfaction It was suggested that certain items can be eliminated or the fusion of interrelated dimensions of reliability responsiveness and assurance into one dimension of task related receptiveness. The timing of questionnaire administration as ambiguous was pointed out. The Issue of whether it is appropriate to use a 5 points or 7 point Likert scale was touched upon by critics who also pointed out the inconsistencies in (Pi - Ei) scores and that SERVQUAL dimensions cannot be generalized across all services A Few studies have also pointed out that empirically SERVQUAL does not answer or needs adaptation regarding aspects of multiple service functions, the points at which Information about expectation must be obtained, the difference between expectations and perceptions, its use in retail setting and the commendation of alterative scales such as SERVPERF.

In their response to critics the SERVQUAL authors have established that the claimed psychometric superiority of the alternative non- difference score conceptualization was debatable. SERVQUAL was advocated as offering richer Diagnosis. The validity of the methodology used to develop the 22 item questionnaire that makes up the scale has been clearly established by the authors proved by their subsequent successful use reported by the authors and several others.

The Authors further refined and reassessed the SERQUAL scale and brought out a modified LIKERT scale which measures agreement or disagreement. Reliability, Factor Structure and Validity of the refined SERVQUAL was established. . The customer assessment of service quality were measured for 3 types of Service-Telephone Repair, Retail Banking and Insurance. The findings of the study were dovetailed with that of similar research studies. The criticality of Perception minus Expectation (Pi - Ei) scores were established

In addition many other Authors have rebuked all criticisms against SERVQUAL and on various conceptual and operational criterion upheld SERQUAL as a rigorous tool, appropriate and perfect. If was held that advances made in service quality measurement have validated SERVQUAL. SERVQUAL was recommended as an instrument for improving Service Quality, Organizational Performance and Customer Satisfaction in not only in Private sector but also in Public services such as Health care, Police and Emergency services. Studies on the applicability of SERVQUAL to measure citizen perception of health care quality and compare it across two countries have reported a stable structure. Bayesian framework based behavior process model of service quality have demonstrated the criticality of the Expectation and Perception factors for service quality assessment by customers and the interrelationship of these factors on consumer behavior.

The strongest approval for SERVQUAL comes from hundreds of empirical studies some of them statistically rigorous conforming to research methodology tenets done by various authors in diverse service industries across different countries and continents. These studies have clearly proved conceptual and operational suitability of SERVQUAL in measurement of service quality. Studies have been done by authors in sectors including health care facilities, hospital services, hotel services, higher education, travel and tourism, restaurants, information services, banking services, sports organizations, local authority and government services, police and so on. These studies were carried out by authors in different countries including U.K., U.S.A Malaysia, Singapore, Turkey, Australia, Ireland and Iran. SERVQUAL was also applied to compare service quality of public sector service providers. The studies adopted Experimental Designs, Hypothesis Testing methods, and Rigorous Statistical Analysis. The studies have clearly confirmed the Appropriateness of SERVQUAL dimensions as distinct and conceptually clear. It is proved as simpler and more consumer centric compared to other scales. The Perception – Expectations framework proved the existence of perception differences between customers and service provides and the reality of perception differences between consumers across countries due to cultural factors. Many authors of these studies conclude that SERVQUAL meets all tests of rigorous and Appropriateness and suggest that it is a perfect tool. It was held that many advances in service quality measurement validated SERVQUAL. SERVQUAL was found to be easily applicable even in industry such as car services in Holland. All the studies reported conclusive evidence on accurate measurement of service quality as well as comparison of service quality using SERVQUAL. The managerial Implications of using SERVQUAL as an assessment tool in meeting and managing customer expectations, managing physical design of product, educating service customers and development of TQM programs was highlighted. SERVQUAL was supported as an ideal instrument to evaluate quality and user satisfaction with Information system (IS) function. SERVQUAL emerges as the most acclaimed, researched cited instrument in Marketing literature with the most widespread use in Industry. It was also the most easy and inexpensive Instrument. SERVQUAL is recommended as an instrument not only for improving service quality but also organizational performance and customers satisfaction. Validity of SERVQUAL scores was vindicated. In one instance it was found that Gaps arise from inconsistent perception of expectation and experiences between Patients and Physicians in Medical services.

In India, Sanjay Jain and Garima Gupta using an Empirical study reported in Vikalpa (2004) that SERVQUAL Scale outperforms SERVPERF with higher diagnostic power. Deviprasad and Rajasekar also successfully developed RAILQUAL for measuring service quality for Indian railways in 2010. RAILQUAL was developed by adding 3 Railways related dimensions to SERVQUAL. Responses analyzed by factor analysis confirmed the reliability and validity of the instrument.

SUMMARY OF FINDINGS TABLE

Sl. No

AUTHORS

OBJECTIVE

TYPE OF STUDY

OUT COME

1.

Parasuraman A.,

V.A. Zeithamal and

L.L. Berry (1998)

Development of Instrument to measure consumer perceptions of service quality

Exploratory and Qualitative Research Study

Development of 22 item scale called SERVQUAL to measure service quality by assessing customer perceptions on various parameters

2.

Brown Tom, J.

G.A. Churchill and

J. Paul Peter (1993)

Evaluation of the Conceptual and Theoretical bases of SERVQUAL

Conceptual

Critique of SERVQUAL difference Score conceptualization superiority of alternative Non- difference conceptualization score

3.

Parasuraman A.

V.A. Zeithaml and

L.L. Berry (1998)

To defend the SERVQUAL scale against criticisms

Conceptual

Demonstrates SERVQUAL Concept Ideal, Richer and Better then Non – Difference Conceptualization Scores

4.

Buttle F.

1996

Review of the appropriateness of SERVQUAL

Conceptual and Theoretical

Raises Theoretical and operational concerns on SERVQUAL scale

5.

Ausboteng P.

K.S. Mcleary and

John E. Swan (1996)

Review of the appropriateness of SERVQUAL

Conceptual

Rebuts Criticisms of SERVQUAL and Support its applicability across different service industries

6.

Joseph Cronin (JR) and Steven.A. Taylor (1994)

Review of SERVQUAL and Development of an Alternative Scale

Conceptual

Questions the appropriateness of SERVQUAL Instrument and Support SERVPERF Scale as opposed to SERVQUAL

7.

Pitt, Leyland F.,

Richard D. Watson and C. Bruce Kenen

Review of the appropriateness of SERVQUAL scale

Theoretical

All Criticisms against SERVQUAL Refuted and SERVQUAL is Supported as rigorous, appropriate and perfect

8.

Lam S.S.K. (1997)

Application of SERVQUAL Scale to test Hospital Service Quality

Empirical

SERVQUAL found to be a Consistent and Reliable scale to measure patient perceptions of Health care quality in a Hong Kong Hospital

9.

Kettinger, W.J. and Choong (1999)

Tests the Application of SERVQUAL Scale in the Reasearch on Information System

Empirical

SERVQUAL supported as an Ideal Instrument to evaluate Quality and user satisfaction with Information System Function

10.

Jo Ann Dutty Michael Dutty and William Kilbourne (1997)

Cross National Study to measure Nursing Home Service Quality using SERVQUAL

Empirical and Statistical

SERVQUAL Successfully applied to compare expectation and Perception Difference of Service Quality among Nursing Home Residents of U.S.A and U.K.

11.

Headley, Dean E. and Bob Choi (1992)

Statistical Approach to Test Suitability of SERVQUAL

Empirical and Statistical

Analyses of Perceptual Differences between service providers and customers by SERQUAL is simple and useful

12.

Bojanic David C. and Dreus Rosen (1994)

Testing SERVQUAL for Nursing Restaurant Quality

Empirical

SERVQUAL is proved as an effective tool for measuring service quality in restaurant

13.

Bouman, Marcel and Tom Wander wide

Testing SERVQAL Instrument

Empirical

SERVQUAL internment is found to be ideal and easily applicable to test service quality in Dutch car service firms

14.

Yun Lok Lee and Nerilee Hing (1995)

Testing the usefulness and Application of SERVQUAL Instrument in Hotel Industry

Empirical

SERVQUAL as an easy and Inexpensive internment to measuring service Quality in Restaurant is Demonstrated

15.

Wisniewski MIK

Testing SERVQUAL application in customer satisfaction with local Government

Empirical

SERVQUAL is found to contribute to contribute to continuous improvement in ensuring services by Scottish local council

16.

Devi Prasad and Rajasekar (2010

Evaluation of Passenger Rail Service Quality in Indian Railways using Modified SERVQUAL

Empirical

RAILQUAL instrument based on SERVQUAL has found to be reliable and valid to improve railways quality

17.

Sanjay Jain and Garima Gupta

Compare SERVQUAL and SERVPERF Scales

Empirical

SERVQUAL found to outperform SERVPERF scale with higher diagnostic power to pinpoint areas for managerial interventions

18.

Norizan Mohammed kasim and Jamil Bojai

Use SERVQUAL to measuring Gaps in Telemarketing

Empirical

SERVQUAL Instrument found to suitable to measure Gaps between consumer perception of expectation in Telemarketing.

19.

Akbaba, tilla

Investigate appropriateness of SERVQUAL to measure service quality in Hotale

Empirical

Quality dimensions of SERVQUAL model found to be applicable and suitable to measure customers expectations and quality is hotel industry in turkey.

20.

Headley, D.E. and S.J. miller

Examine the Reliability and validity of SERVQUAL In Health Care

Empirical

The Findings on for 159 matched pair responses indicate that SERVQUAL Scale, is reliable, valid and dimension can be adopted to clinical settling

CONCLUSION

Though SERVQUAL was criticized, they have been refuted on both conceptual, Theoretical and Empirical Grounds. The scale has proved to be most versatile and adaptable with applicability across diverse service industries in various countries. Its dimensions have been proved diversely valid, its length of questionnaire relevant and the use of Likert scales appropriate Studies have confirmed that use of P-E difference scores can lead to measurable and meaningful penults on service quality SERVQUAL is easily amenable to the rigors of Hypotheses testing and other statistical methods. If appears that the criticisms do nothing to invalidate SERVQUAL as a measuring tool but more to do with how researchers use the tool. NYECK, MORELS LADHEIR and PONS who reviewed the measure in 2002 note "SERVQUAL Remains the most complete attempt to conceptualize and measure service quality"

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