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Qualitative and Quantitative Validation of Tools with Rating Scales Aimed at Assessing the Quality of University Service-Learning
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Assessing the multidimensional and hierarchical structure of SERVQUAL
Jun Ma1, Milton E Harvey, Michael Y Hu
1Indiana University-Purdue University, Fort Wayne, USA.
Psychological Reports
|January 8, 2008
Summary
This study compares two service quality measurement models, finding the restructured multilevel SERVQUAL model superior to the extended SERVQUAL model for assessing restaurant service quality.
Area of Science:
- Marketing
- Consumer Behavior
- Service Management
Background:
- The SERVQUAL scale, introduced in 1998, is a foundational tool for measuring service quality.
- Subsequent research has proposed modifications, including addressing the perceptions-expectations gap and incorporating service outcomes.
- Debates exist on whether service quality is best represented by a process-focused or a multilevel construct.
Purpose of the Study:
- To examine the evolution and application of service quality measurement tools.
- To compare the fit of an extended SERVQUAL model with a restructured multilevel SERVQUAL model.
- To determine the most effective measurement approach for service quality in upscale restaurants.
Main Methods:
- Data were collected from 467 undergraduate students regarding their perceptions of service quality in upscale restaurants.
- Structural equation modeling was employed to compare two distinct measurement models.
- The study contrasted an extended six-dimensional SERVQUAL model with a restructured multilevel SERVQUAL model.
Main Results:
- The restructured multilevel SERVQUAL model demonstrated a better fit to the collected data compared to the extended SERVQUAL model.
- Analysis indicated that a multilevel approach may more accurately capture the complexities of service quality perception.
- The findings challenge the sufficiency of solely process-oriented dimensions in service quality assessment.
Conclusions:
- The restructured multilevel SERVQUAL model provides a more robust framework for measuring service quality.
- Future research should consider service quality as a multilevel construct for more comprehensive analysis.
- This study offers valuable insights for refining service quality assessment in the hospitality industry.
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