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Abstract
A study measured customer assessments of service quality for 3 types of services - telephone repair, retail banking, and insurance. SERVQUAL, an instrument for measuring customer perceptions of quality, was used to measure the service quality of 5 nationally known companies. It is concluded that: 1. tangibles, which was unidimensional in the original SERVQUAL scale, splits into 2 subdimensions in the revised scale, with one pertaining to physical facilities-equipment and another pertaining to employees-communication materials, 2. the degree of overlap among dimensions is somewhat higher in the revised scale, and 3. while responsiveness and assurance are virtually indistinguishable in the 5-factor solutions, they do seem distinct in the 6-factor solutions.