engleski

Measurement of service quality - an application of importance-performance technique

Quality in services has been an area of growing interest, lively debate and numerous articles over the course of past decade and half. The question of measurement of the service quality construct has resulted in numerous variations in regards to conceptualisation of the construct itself as well as in regards to the methods employed in practical measurement. This article aims at testing the applicability of a combination of two methods &#8211 ; performance measures of the service quality and importance-performance analysis. An attempt has been made at demonstrating the benefits of joining these two methods in order to maximise the practical value of the measures performed. Also, an investigation has been performed regarding the dimensionality of the service quality construct in order to, through comparison with previous studies, establish the number of emerging dimensions and thus provide support or challenge the original five-dimensional conceptualisation of service quality.

Services marketing; Marketing; Service quality; SERVQUAL; SERPERF

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