Title: SERVQUAL dimensionality: an investigation of presentation order effect

Authors: Robert E. Miller, Bill C. Hardgrave, Thomas W. Jones

Addresses: Department of Business Information Systems, Central Michigan University, Mt Pleasant, MI 48859, USA. ' College of Business, Auburn University, Auburn, AL 36849, USA. ' Department of Information Systems, University of Arkansas, Fayetteville, AR 72701, USA

Abstract: This paper examines a potential issue in measuring service quality using the SERVQUAL instrument. Specifically, it is argued that SERVQUAL|s dimensions are largely the product of presentation order effects. To validate this argument, this paper presents the results of a field study in which randomised and non-randomised versions of SERVQUAL were administered in multiple organisations. The resulting samples were then used to generate factor structures which proved to be non-congruent. These results raise the question of whether SERVQUAL|s dimensions truly represent underlying constructs. If they do not, then should studies continue to report them?

Keywords: SERVQUAL dimensionality; presentation order effects; congruence coefficients; services; standards; service quality; quality measurement.

DOI: 10.1504/IJSS.2011.040639

International Journal of Services and Standards, 2011 Vol.7 No.1, pp.1 - 17

Published online: 27 Feb 2015 *

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