Redefining service quality scale with customer experience quality scale: a critical review
by Atul Gupta
International Journal of Services and Operations Management (IJSOM), Vol. 25, No. 1, 2016

Abstract: Service quality was originally conceptualised as a gap between expectations and the consumer's overall assessment of the service encounter. Service quality's most popular measure is SERVQUAL. Although it has been widely applied, SERVQUAL was found to have several limitations as a measure of customer experience. One of these is that its dimensions appear too limited to fully capture customer experience. Defining and improving customer experience is a growing priority for market research because experience is replacing quality as the competitive battleground for marketing. Customer experience has been conceptualised as the customer's subjective response to the direct and indirect encounter with the company. Experience quality is defined as the perceived excellence or superiority of the holistic encounter. Proposed study review gaps and limitations in SERVQUAL scale of service quality to redefine it with customer experience quality and review current literature on experience quality and its relationship with customer satisfaction, loyalty and word of mouth. No scale is widely accepted in the area of customer experience quality compared to widely used SERVQUAL scale. But scope of future research is there to develop more comprehensive and widely accepted scale.

Online publication date: Mon, 01-Aug-2016

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Services and Operations Management (IJSOM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com