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Reassessment Of Expectations As A Comparison Standard In Measuring Service Quality: Implications For Further Research

A. Parasuraman, Valarie A. Zeithaml, Leonard L. Berry

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The authors respond to concerns raised by Cronin and Taylor (1992) and Teas (1993) about the SERVQUAL instrument and the perceptions-minus-expectations specification invoked by it to operationalize service quality. After demonstrating that the validity and alleged severity of many of those concerns are questionable, they offer a set of research directions for addressing unresolved issues and adding to the understanding of service quality assessment.