SERVQUAL – Thirty years of research on service quality with implications for customer satisfaction
SERVQUAL – Thirty years of research on service quality with implications for customer satisfaction

Summary/Abstract: In almost thirty years since its introduction in 1985 by Parasuraman, Zeithaml and Berry, the SERVQUAL model has been used in identifying the ways in which service quality and, implicitly, customer satisfaction could be improved. However the model is not without flaws, which has led to several variations of the model, culminating with one based on the performance paradigm - the SERVPERF (Cronin, 1992), that have been introduced to literature and practice ever since. Since none of the proposals was a perfect solution, in spite of several refinements and reassessments of their dimensions, items, scale and wording, the objective of this article is to evaluate the main criticism related to SERVQUAL, how the model has been modified and used and to offer a personal opinion whether the SERVQUAL model is superior to the other proposed alternative in both literature review and in practice.

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