SERVPERF VERSUS SERVQUAL - RECONCILING PERFORMANCE-BASED AND PERCEPTIONS-MINUS-EXPECTATIONS MEASUREMENT OF SERVICE QUALITY

The authors respond to concerns raised by Parasuraman, Zeithaml, and Berry (1 994) about the relative efficacy of performance-based and perceptions-minus-expectations measures of service quality. They demonstrate that the major concerns voiced by these authors are supported neither by a critical review of their discussion nor the emerging literature. Several research issues relative to service quality measurement and strategic decision making also are identified.